Quick access to main page (top) Direct access to main contents Quick access to main page (bottom)

Italians Once Hated Starbucks, Now Can’t Get Enough – Here’s Why

inews24 Views  

Starbucks Expands Presence in Italy

Starbucks, the American global coffee chain, is expanding its business in Italy.

Pixabay

According to Italy’s Adnkronos news agency, Starbucks opened a new Via Cola di Rienzo 23 store. This is a bustling shopping area near the Vatican on the 23rd (local time). This is the fourth Starbucks store in Rome.

Since the opening of the first Starbucks store in the Castel Romano Shopping Mall on the outskirts of Rome in April last year, more stores have opened this year. It opened in the city center near the Pantheon and inside Termini Station, Rome’s public transportation hub.

Vincenzo Catrambone, the head of Starbucks’ Italian branch, mentioned that Starbucks remains committed to investing in Rome. He said, “We won’t make this our last opening this year, and we’re prepared to surprise Italy.”

Starbucks, which started in Seattle, USA, in 1971, is the coffee brand with the most coffee shops worldwide. As of November 2022, it owns 35,711 stores in 80 countries.

Challenges in Entering the Italian Market

Despite this, Starbucks only set foot in Italy, a country that can be considered the home of coffee, in 2018, 47 years after its founding. This was because the proud Italian citizens did not welcome Starbucks’ entry.

When Starbucks planned to open its first store in Milan, Italian citizens protested fiercely, including setting fire to a tree that Starbucks had planted in the Piazza del Duomo.

Pixabay

In particular, Italy, with its strong preference for espresso and a culture of drinking coffee quickly while standing at a bar rather than sitting and enjoying it like Starbucks, led many to predict that Starbucks’ expansion would not be easy.

However, contrary to these concerns, Starbucks has achieved success in the Italian market and is aggressively expanding its business.

So far, Starbucks has concentrated its stores in affluent areas with many foreign residents, such as Milan in northern Italy. However, Starbucks has recently been making inroads into the southern regions, including the capital, Rome. By the end of this year, Starbucks plans to increase the number of stores across Italy to 37.

By. Shin Soo Jung

inews24
content@viewusglobal.com

Comments0

300

Comments0

[LATEST] Latest Stories

  • Brace Yourself: Prices on Everyday Goods Set to Rise as Tariffs Take Their Toll
  • Korean President Aims to Cut Red Tape and Boost Business with New Task Force
  • Buddhist Monk’s Prediction Comes True: Annuity Lottery Winner Shares His Story!
  • Say Hello to Your New Beauty Buddy: AI-Powered Kiosks Hit GS25 Stores!
  • GSK Korea’s New Boss: What Gunnar Riediger Brings to the Table!
  • Tragic Birthday: Father Kills Son in Shocking Family Gathering Shooting