Starbucks’s grande opening
Starbucks opened its first Italian branch in Milan. The US coffee giant said it was “the most beautiful Starbucks in the world”, housed in a former post office. It was not intended to “teach people about coffee”, the firm said. “This is where coffee was born.” Instead, the Seattle-based company’s chief design officer, Liz Muller, said Starbucks wanted to “bring a premium experience ... including different brewing techniques, and a space to stay longer, relax and enjoy”.
In Italy – where according to the Italian catering federation more than 6bn espressos are consumed every year – the morning or after-lunch ritual is mostly kept short, performed standing up in a small neighbourhood cafe and costs about a euro ($1.15).