Starbucks opened its first establishment this September in one of the coffee meccas, Italy. This is Reserve Roastery, the chain of premium stores that the brand only has in Seattle and Shanghai. Without a doubt, it has been a complex commitment for the company and one that occurs 35 years after the opening of the first Starbucks. However, this establishment is actually a return to the origin. “It was on the first trip of Howard Schultz -founder of the multinational- to Milan in 1983 that he felt captivated by the city’s espresso bars, the sense of community they inspired and the moments of human connection between baristas and their customers” explains Danny Cowan, public relations manager for Europe, the Middle East and Africa.
How has Italy accepted the new Starbucks?
We appreciate the warm welcome Reserve Roastery has received from the Milanese community and beyond. We have taken our time to ensure that our entry into Italy is careful and respectful. In addition to serving our customers, Reserve Roastery has created nearly 300 jobs.
Why did you decide to open this establishment in the cradle of coffee?
The Reserve Roastery in Milan is designed to pay homage to the Italian espresso culture that inspired the Starbucks brand. It was on Howard Schultz’s first trip to Milan in 1983 that he was captivated by the city’s espresso bars, the sense of community they inspired, and the moments of human connection between baristas and their customers. The opening of the Milan Roastery 35 years later is the story of Starbucks going full circle and returning to where the dream and vision were born. The introduction of the Reserve Roastery in Milan also reinforces the investment in our premium brand as part of our overall growth strategy. It also serves as a channel for retail and product innovation for leading retailers around the world.
What is the difference between a Reserve Roastery and a Starbucks?
One of the main differences between Roasteries and our flagship stores is that we roast all the coffee beans used to make the beverages that are served. Thus, customers can see every step of the coffee roasting process from bean to cup. The centerpiece of the Milan Roastery is a Scolari Roaster, which roasts up to 130 pounds of green coffee for distribution to Europe, the Middle East and Africa. In addition, Princi Bakery serves Reserve Roastery customers a menu of freshly baked pastries, breads and pizzas, created by Milan artisan baker Rocco Princi. Similarly, the Arrviamo Bar offers coffee-based cocktails inspired by our Starbucks Reserve coffee and Teavana tea.
How many Starbucks do you want to open in Italy in the next few years?
Following the opening of the Reserve Roastery, the number of establishments will be expanded by four more in the Milan area in 2018 through our world-class licensing partner, Percassi. These locations will reflect the unique coffee culture of the Italian market, while also offering a menu featuring our iconic food and drinks.
Have you made a special letter for Italy?
Our passion for art, innovation and discovery comes to life in the bespoke menu created for the Reserve Roastery in Milan. This coffee shop serves as the setting where hundreds of our baristas craft a menu of over 115 beverages through multiple brewing methods: ModBar® Pour Over, Chemex, Coffee Press, Siphon, Espresso, Cold Brew, and the signature CloverTM Brewed coffee. .
The main bar features Starbucks’ first-ever smothered station, where ice cream is hand-crafted and made-to-order, with a unique and theatrical liquid nitrogen finish to create the perfect ice cream to pair with delicious espresso.
Meanwhile, the Arriviamo Bar serves handcrafted cocktails inspired by our Starbucks Reserve coffee and Teavana tea. And a new drink called Cordusio has been introduced, inspired by the vibrant culture of Piazza Cordusio. This drink is the most express mocha on the menu. An extra shot of espresso, creamy whole milk and a touch of mocha combine to create a sweet and sour mocha, reminiscent of dark chocolate.
Is the coffee they sell in this Italian shop better than the coffee in the United States?
All coffee produced by Starbucks is of the same quality. The goal of the Reserve brand is to find rare, small coffees and to attract exquisite and delicious coffees from around the world. Starbucks has 47 years of experience and leadership in coffee roasting. We only source 100% Arabica coffee from over 30 countries around the world.
What is your business niche: coffees or Frappuccinos and similar products?
Every day, our goal is to make great coffee. And that hasn’t changed since the first Starbucks store opened in Seattle’s historic Pike Place Market. The art of roasting is what first drew us to coffee and it’s an experience we’ve been perfecting since 1971. However, we also strive to be at the forefront of innovation, it’s what our customers want from us. We have introduced a large number of new beverages to the market.
Did you think of selling coffee at the same price as the rest of the establishments in Italy?
Our prices reflect the quality of our coffee and the premium experience that the Roastery offers its customers.
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