American coffee chain Starbucks Coffee Company has announced a partnership with a renowned Italian brand, retail and real estate developer Percassi to open the first Starbucks outlet in Milan, Italy towards beginning of next year.
This landmark announcement comes 33 years after Starbucks chairman and CEO Howard Schultz made his first business trip to Milan and Verona, which led to the inception of what’s a globally known brand today – Starbucks. Inspired by the craftsmanship of the Milanese barista, the Italian spirit and their passion for community, friendliness and taste for quality, Schultz started thinking about developing Starbucks.
“Starbucks’ history is directly linked to the way the Italians created and executed the perfect shot of espresso. Everything that we’ve done sits on the foundation of those wonderful experiences that many of us have had in Italy, and we’ve aspired to be a respectful steward of that legacy for 45 years,” shares Schultz.
In collaboration with Percassi, Starbucks outlets will be developed in cities across the country, beginning with the first one in Milan. “Our first store will be designed with painstaking detail and great respect for the Italian people and coffee culture, while creating a sense of pride for our partners,” Schultz says.
Percassi shares Starbucks values and passion for the history and cultural heritage of Italy, and will combine local expertise with demonstrated business success to make every single store an exciting, unique experience for new Italian customers.
“We know that we are going to face a unique challenge with the opening of the first Starbucks store in Italy, the country of coffee, and we are confident that Italian people are ready to live the Starbucks experience, as already occurs in many other markets,” feels president Antonio Percassi.
In addition, Starbucks and Percassi share common values and a commitment to creating pathways to youth opportunities and employment in communities across Italy.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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