Starbucks Brings Iconic Coffeehouse Experience to More Customers in Milan, Italy
Following the grand opening of the Starbucks Reserve Roastery in Milan, three new cafes arrive in the city, with an experience bespoke for Italian customers
MILAN – 20 November 2018 –Two months after the grand opening of its Reserve Roastery in Milan, Starbucks, in partnership with its strategic Italian licensee partner Percassi, is opening three additional stores in Italy by the end of 2018. Now the company’s iconic coffeehouse experience will be enjoyed by even more customers in the city that inspired the Starbucks Experienceloved by millions around the world. Located across Milan in central locations like Corso Garibaldi, Piazza San Babila and Terminal 1 Milano Malpensa Airport, the cafés invite customers to relax and explore some of the worlds’ highest quality, most ethically sourced coffees amid a warm and welcoming, beautifully designed store environment.
These new Starbucks stores draw inspiration from the culture of design and heritage of craftsmanship for which Milan is globally renowned. The espresso bar – the cornerstone of the store experience – is designed in contemporary Milanese fashion, hewn from marble with an organic form and fashioned with beautiful woodwork by a local Italian craftsman. It is here where Starbucks partners will handcraft beverages and hand them over to customers in a moment of connection that honours the legacy of the Milan’s bars and the role they play in the city’s social fabric. Brass accents, another Italian architectural staple, feature throughout the store, alongside locally-commissioned artwork inspired by Starbucks’ coffee story. The Garibaldi store will also be the first Starbucks in continental Europe to feature digital menu boards, which are cased in striking bronze frames and extend the sense of engagement and connection into the digital sphere. All this art and design comes together to create a stunning third place – between home and work – where customers can recharge and connect with friends and family.
“Since opening our doors in September, we have been humbled by the warm welcome we’ve received from our customers in Milan,” said Martin Brok, president, Starbucks Europe, the Middle East and Africa. “It was important for us to arrive in Milan in a way that pays tribute to the rich tradition of the Italian espresso bar, while also celebrating everything we’ve learned about the art and science of roasting coffee during our 47 years as a company. Today, we are taking the next step on our journey in Italy as we bring the Starbucks Experienceto more customers in Milan, where they can relax and enjoy a delicious coffee in a warm, welcoming environment.”
“Everything we’ve done in bringing the Starbucks Experience to new neighbourhoods in Milan has been done with our customers at the centre,” said Roberto Masi, managing director, Starbucks Italy. “While the experience will be consistent with the values and store atmosphere that Starbucks is known for globally, what customers in Milan will see is an environment crafted bespoke for them and reflecting the beauty of the city’s culture of design and coffee.”
Starbucks will bring customers in Milan a wide range of coffee beverages, from classic favourites to bold innovations – each expertly and passionately handcrafted by one of the partners who have been entrusted with delivering an unrivalled customer experience. Partners will ply their craft using a Black Eagle espresso machine, from famed Italian craftsman Nuova Simonelli. Each beverage will be made with the world’s highest quality arabicacoffee, all of which is verified as 99 percent ethically sourced through its Coffee and Farmer Equity Practices develop with Conservation International. In addition to Starbucks’ traditional range of core coffees – from bold Espresso Roast to the balanced Pike Place Roast brewed daily in each of Starbucks stores globally – the new Milan stores will serve select Starbucks Reserve coffees, which are roasted fresh at the Starbucks Reserve Roastery in the heart of Milan. These stores will also feature the iconic Frappuccino, including a Tiramisu blended beverage, which has been created exclusively for Italian stores.
Customers can also enjoy a food experience that is bespoke for the Milan palate. Classic pastries will be on display in the counter-top cases, reminiscent of the city’s many neighbourhood bars. This range will include special, filled-to-order croissants, where customers can choose between specialty flavoured creams for partners to fill inside of the light, soft pastry. For something more substantial, this Starbucks store will feature a panini grill, offering customers a hearty, warm option for lunch or dinner.
At the heart of Starbucks there is its Mission: to inspire and nurture human spirit, one person, one cup, one neighbourhood a time. The same commitment extends beyond the stores, to its partners, families, the community and to the planet. In line with this Mission, the company will extend its partnership with Fondazione Don Gino Rigoldi to offer employment training and support to young people living in difficult neighbourhoods. Starbucks is also working with Banco Alimentare to collect all the food at the end of the day and offers it to those who need help.
Across these three new stores, more than 100 partners (employees) have been hired to barista and management roles, and they join the nearly 300 partners in Starbucks Italy family who began their journey with Starbucks at the Roastery earlier this year.