A historic building on one of Milan’s grandiose squares has been chosen by Starbucks for its first foray into the home of the espresso.
The US coffee chain’s entry into the Italian market, where coffee is deeply ingrained in the national culture, has endured setbacks and delays since it was first suggested more than two years ago. However, Starbucks’ executive chairman, Howard Schultz, confirmed at a conference in Milan that the opening would go ahead in September.
The company has opted for a high-end address – a former post office in Piazza Cordusio, near the Duomo.
Coffee lovers have got in a froth in recent years over the interminable speculation about Starbucks’ introduction into Italy, where an espresso or cappuccino can taste very different to the chain’s offerings, but there were supportive voices on Tuesday.
Paolo Nadalet, the president of the Italian Espresso National Institute, said: “We are really happy that a large company like Starbucks is coming to Italy, because we think that the coffee it serves is not like an Italian espresso but is still coffee that tastes good.
“And Milan is the right place to start: it’s close to fashion and other Italian ways of living, and for us, coffee is a way to live. Starbucks is doing its own job with its own philosophy, but it’s still very close to our culture in ensuring that its consumers have good coffee in their cups.”
Schultz reassured consumers that the company was coming to Italy “with humility and respect, to show what we have learned”.
Speaking in Milan on Monday, he said his vision for Starbucks came about during a visit to Italy in 1983. “My imagination was captured by Italian coffee.”
Starbucks was able to clinch the deal in Italy with the help of Antonio Percassi, a former footballer and entrepreneur who was responsible for bringing the Spanish clothing chain Zara and the US lingerie retailer Victoria’s Secret to Italy.
More stores were in the pipeline, although the company had yet to decide how many.
Starbucks would compete with several bars that had been serving coffee for years on Piazza Cordusio and nearby, but Nadalet said he did not believe it would dent the local business.
“We have to increase our knowledge in coffee and I think Starbucks can help all other bars to improve on both service and taste,” he said. “Big chains are using our coffee machines worldwide, so this could be a big moment for the Italian market. Foreign companies want to open in Italy and we have to let them.”
The Italian catering industry group Fipe said bars in Italy served 6bn espressos a year, generating turnover of €6.6bn (£5.8bn).
The Milan store was most likely to appeal to tourists or those looking for free wifi and a sofa – two things not usually available in a traditional Italian bar.
About 5,000 people had reportedly applied for the 150 jobs available.
