Starbucks has opened its first store in Italy, with the company calling it the “most beautiful Starbucks in the world.” The Starbucks Reserve Roastery in Milan is set to be the jewel in the Starbucks crown, also marking the first time that Starbucks has launched into a country with its ‘Roastery’ brand.
“We have taken our time to ensure our entry into Italy is done thoughtfully and respectfully,” said Starbucks CEO Kevin Johnson. “The introduction of our Roastery and premium Reserve brand will set the stage for the long-term development of our core store portfolio with our world-class licensee partner, Percassi.”
The fit-out in Milan reflects Italian heritage and innovation, utilising locally-made roasting equipment housed in Milan’s historic Palazzo della Poste on the Piazza Cordusio. Customers are able to see every aspect of the roasting process from the café floor.
“The opening of the Milan Roastery is the story of Starbucks coming full circle,” said Howard Schultz, chairman emeritus of Starbucks. “Everything we have experienced, since that first moment of inspiration 35 years ago to now being a daily part of millions of people’s lives around the world, we bring with great respect to Italy. On behalf of the 350,000 partners who wear the green apron and millions before them, I am so proud and humbled to bring our Italian customers an experience that is the very best of Starbucks.”