The first in Italy and the third in the world Starbucks Reserve Roastery opened in the heart of Milan.The American company Starbucks, developing the world's largest network of coffee shops, finally enters the Italian market. In the center of Milan, on Piazza Cordusio, on September 7, 2018, the world's third and the first Starbucks Reserve Roastery, already named "the most beautiful institution" of the network, opens. It is located in a historic building, formerly serving as a home for the post office.
Starbucks, for decades delaying its entry into the Italian market, began with the launch of an unusual format, setting the main goal of "paying tribute to the Italian coffee culture" and offering consumers an exciting coffee experience, accompanied by a large number of new options not available in other coffee shops, the first coffee shops will appear before the end of 2018.
Starbucks Reserve Roastery features a fully functioning Scolari coffee fryer, a bar with a wooden facade that refers to traditional Italian architecture and heritage, and a unique Arriviamo bar serving food and cocktails. The institution will also house the world's first station, in which Starbucks will prepare ice cream for individual orders. In Reserve Roastery the company offers drinks based on the grains of its own specialty roasting, at a price several times more expensive than in conventional network coffee shops.
It is noteworthy that Italy will be the last country in Western Europe on the Starbucks map. For many years it was believed that the American brand could not enter the market of the homeland of espresso, where the coffee market is oversaturated with traditional inexpensive establishments, and national coffee traditions are strong.
The cost of a cup of espresso in Italian coffee shops Starbucks will be about 1.8 euros, cappuccino, and other drinks - from 4-5 euros. For comparison, a cup of black coffee in traditional Italian bars costs an average of 80 centers, cappuccino - from 1.2 to 1.6 euros. Currently, Starbucks is selecting locations for the opening of traditional coffee shops in Milan.