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Brilio.net/en - Here we go again.
Global franchises are reaching every corner of the world, even if they are unwelcomed.
Starbucks is set to open its first location in Italy in the spring of 2017. While the CEO Howard Schulz has stated that it was Italian coffee that inspired him to create the household brand, none have opened before as it is a delicate process with Italian culture. We waited for many years for the opportunity to demonstrate our deep respect for the Italian people and their rich heritage and culture around the art of coffee, and believe that now is the right time for Starbucks to come to Milan, in the right way," a Starbucks spokesperson said.
While it may have been the country of the boot that inspired the American businessman, its important to note that coffee consumptions in Italy and the manner by which Starbucks produces it, are quite opposite. In Italy, and most of the Mediterranean countries, enjoying a cup of espresso or a cappuccino at a caf is culture. Take away coffee is something foreign all together. I mean how are the Italians going to ride the Vespa, smoke the cigarette and drink the coffee all at the same time?
Cultural stereotypes aside, it will be interesting to follow the implementation of Starbucks in Milan. While it has had widespread global success with over 21,000 stores in 70 countries worldwide, there are certain markets that arent too welcoming of Starbucks. In 2001, Tel Aviv saw the opening of a Starbucks only to have it closed two years later. In 2008, 60 Starbucks locations were forced to shut down in Australia due to $143 million in recorded losses. But Schulz remains optimistic of the outcomes, stating in a press release: "Starbucks history is directly linked to the way the Italians created and executed the perfect shot of espresso," Schultz said in a press release. "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."
Some markets just arent as welcoming to overpriced and highly sweetened Frappuccinos. And sometimes, theyre just an eyesore.
Personally, I remember the exciting drive I had to the famous temple Tanah Lot in Bali. Its a picturesque temple on the water and I had envisioned a calming and spiritual drive and experience. Driving through rice fields and local warungs I was quite shocked to see a monstrous, green American company erected just kilometers away from a sacred Hindu temple. While a caffeine fix may be necessary, it makes a world of a difference how it is consumed. Meeting locals over a cup of Bali kopi or kopi Luwak poses a world of difference. Starbucks had three fleets of tour buses excitedly parked in front, no doubt adding extra whipped cream to their iced soy lattes.
(brl/tis)
