Starbucks Enters Italy: The Coffee Chain Empire Takes On the Coffee Kingdom

Since Howard Schultz opened the first Starbucks in Seattle in 1987, the chain cafe leader now has about 20,000 stores in more than 70 countries. Its vast business territory spans five continents, including Paris and Vienna, both famous for their cafes, yet it was missing the vital heartland: Italy.

After 30 years of global expansion, Schultz was determined to open stores in Italy by the end of 2018. Although he repeatedly stressed that he came to the coffee kingdom with a humble heart, he still stepped on a landmine, and controversy was already swirling before the store even opened. What set off the landmine was a few palm trees in front of the Piazza del Duomo in Milan.

Starbucks' gift to Milan: the palm trees in front of the cathedral are too ugly and have been criticized

A few sparse palm trees stood listlessly, looking forlorn in front of the magnificent Gothic cathedral. The planned "Milan Tropical Forest" or "Milan Garden Between the 19th and 20th Centuries" was originally also going to place bananas under the palm trees, but before that could be realized, it was halted after being criticized as too ugly and out of place in Milan, and it was even set on fire at night by street thugs.

Starbucks keeps a low profile: it is not teaching Italians how to make coffee, just showing what it has learned

To win over picky Italians, Starbucks not only had to face family-run cafes swarming like ants, but also compete with Italian coffee brands such as illy and Lavazza, as well as the moka pots used by households to brew coffee themselves.

Facing a tough battle, Starbucks brought in Antonio Percassi, who had helped American brands Nike and Ralph Lauren as well as Spanish budget fashion brand Zara enter Italy. "We know the unique challenges of opening the first Starbucks in Italy, and we are confident that Italians are ready to experience Starbucks' service," said the Italian chain tycoon.

Schultz, meanwhile, kept a low profile and said: "We have no ambition to teach Italians how to make coffee; we just want to show them what we have learned."