{"id":133336,"date":"2018-09-05T18:00:52","date_gmt":"2018-09-05T16:00:52","guid":{"rendered":"http:\/\/www.arabtelegraph.com\/?p=133336"},"modified":"2018-09-05T18:00:52","modified_gmt":"2018-09-05T16:00:52","slug":"howard-schultz-fulfills-dream-by-opening-italys-1st-starbucks","status":"publish","type":"post","link":"https:\/\/www.arabtelegraph.com\/?p=133336","title":{"rendered":"Howard Schultz fulfills ‘dream’ by opening Italy’s 1st Starbucks"},"content":{"rendered":"

“We are not coming here to teach Italians how to make coffee, we’re coming here with humility and respect, to show what we’ve learned.”<\/strong>
\nImage:
\nMore than three decades after Milan\u2019s caf\u00e9s inspired Howard Schultz to turn Starbucks into a global success, the coffee giant is returning the favor by opening its first Italian store in the city.<\/p>\n

The Seattle-based company says it will start selling coffee to Italians later this week \u2014 a move certain to prove controversial in a country where a morning espresso is akin to an act of religious observance.<\/p>\n

It will open a new \u201cRoastery\u201d format store \u2014 aimed at coffee enthusiasts \u2014 in a former post office on Piazza Cordusio, just yards from the landmark Duomo.<\/p>\n

The 25,500-square-foot outlet will also sell artisan bread under license from a local baker.<\/p>\n

Its doors will reportedly open Thursday although a spokesman declined to confirm the details.<\/p>\n

Schultz, 65, recently stepped down as executive chairman of Starbucks amid speculation that he is considering running for president in 2020. He remains chairman emeritus.<\/p>\n

\"<\/a>
Howard SchultzHoward Schultz in 2017<\/figcaption><\/figure>\n

“We are not coming here to teach Italians how to make coffee, we’re coming here with humility and respect, to show what we’ve learned,\u201d Schultz said last year as he announced the Roastery. \u201cThis store will be the culmination of a great dream of mine.\u201d<\/p>\n

Italy is Europe\u2019s sixth-biggest consumer of coffee, according to the International Coffee Organization, behind only Germany and Scandinavian countries. Italians drink 6 billion cups of coffee every year.Schultz visited Milan in 1983 on a business trip for then-fledgling Starbucks, for which he was then marketing director.<\/p>\n

\u201cI went past one coffee bar after another and was captivated,\u201d he recalled last month in Britain\u2019s Sunday Times newspaper. \u201cThe symphony of flavor, the romance and showmanship that coffee could create \u2014 I was in heaven.\u201d<\/p>\n

The chain\u2019s latest venture might prove to be its toughest. An online petition \u2014 started in America \u2014 called on the company not to open any stores in Italy, where the working day is punctuated with quick and inexpensive espressos served from stand-up corner counters or street cafes.<\/p>\n

Because you can\u2019t. Let\u2019s be really clear on this. Please for the love of all things holy don\u2019t teach Italians anything about coffee.It is not clear if Italians will enjoy sugary pumpkin spiced lattes; Taco Bell has repeatedly failed to win over Mexicans with its U.S. take on Mexican cuisine.<\/p>\n

However, Italy is no stranger to U.S. chains. It has hundreds of McDonald\u2019s branches, some of which first opened in the 1980s, and even boasts a handful of Domino’s Pizza counters.<\/p>\n","protected":false},"excerpt":{"rendered":"

“We are not coming here to teach Italians how to make coffee, we’re coming here with humility and respect, to show what we’ve learned.” Image: More than three decades after Milan\u2019s caf\u00e9s inspired Howard Schultz to turn Starbucks into a global success, the coffee giant is returning the favor by opening its first Italian store …<\/p>\n","protected":false},"author":3,"featured_media":133337,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[36],"tags":[],"class_list":["post-133336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-te-public"],"yoast_head":"\nHoward Schultz fulfills 'dream' by opening Italy's 1st Starbucks - Arab Telegraph<\/title>\n<meta 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