One year after opening its first coffeehouse in Italy, the Reserve Roastery in Milan, Starbucks celebrates serving locally-roasted coffee to customers from across the country and around the world
In partnership with Percassi, Starbucks expands beyond Milan to Assago and Turin next month
MILAN – One year after opening the doors at its landmark Reserve Roastery on Milan’s Piazza Cordusio, Starbucks is celebrating its first anniversary in Italy, the country that brought espresso to the world and whose cafe culture inspired the concept for what Starbucks has become today. Over the past 12 months, the Roastery has welcomed customers in to discover the art and science of coffee, from how beans are roasted to exploring new brewing methods and beverage innovations – all within a stunningly designed retail environment. Since last year, Starbucks has opened seven additional coffeehouses across Milan in partnership with Percassi, the company’s licensed partner in Italy.
“We’ve been humbled by the warm welcome we’ve received from our customers in Milan, whether they’re regular guests from our neighbourhood or visitors who’ve come from around the world to experience the Roastery,” said Martin Brok, president of Starbucks in Europe, the Middle East and Africa. “It’s been wonderful getting to know the Milanese and wider Italian community, with whom we share a deep passion and enthusiasm for all things coffee. As we look to our future in Italy, we hope to share this passion with even more customers in what’s already one of the most dynamic and exciting coffee markets in the world.”
A Cultural Exchange in the Heart of Milan
Italian espresso bars are beloved the world over, known for their stand-up bars and quick, friendly service by a skilled barista pulling an iconic shot of espresso. It was the theatre and romance of these bars that inspired Starbucks to begin opening cafes in America in 1980s, at a time when it was just a small coffee roaster. Since then, the company has been on a journey marked by intense pursuit of perfecting the craft of coffee and exploring new ways to brew, serve and create new coffee innovations for customers around the world.
“As an Italian myself, I grew up with only one concept of coffee – and that’s espresso,” said Giampaolo Grossi, general manager of the Starbucks Reserve Roastery Milano. “It’s been a privilege to share a whole new coffee experience with our customers her and to watch them discover who we are at Starbucks. Whether it’s ways to brew and taste coffee or a beautiful environment where they can sit, relax and connect with friends, we aim to offer an experience that is unexpected and new, while at the same time somewhat familiar.”
As Starbucks began opening additional coffeehouses across Milan with Percassi, the company took a distinctly Italian approach to its business, embracing the unique heritage of the city and its culture. Though these cafes will be familiar to customers who have visited a Starbucks store on their international travels, the stores’ design reflects an aesthetic one would expect in one of the world’s capitals for fashion and design. Customers can also enjoy a food experience that is bespoke for the Milan palate, from fresh, filled-to-order croissants to a warmed panini from the grill. And while the company has tailored its offer for Milan, customers have in turn embraced Starbucks Third Place – between work and home – where they can come to study, catch up with friends or simply take a moment out of their day to relax over warm cup of coffee.
“I also want to acknowledge the more than 400 Starbucks baristas, roasters, mixologists and support partners who have been the heart and soul of creating the Starbucks Experience for our customers in Milan. Their passion for coffee and exceptional service has been directly responsible for the meaningful relationships we have created with our customers here,” Brok commented.
Bringing the Starbucks Experience to More Italian Customers
Marking the one-year anniversary of the brand in Italy, today Starbucks and Percassi announced plans to open its first stores outside of Milan. In October, Starbucks will open both in nearby Assago, as well as Turin, the capital city of Piedmont in northern Italy.
“The past year has been an incredible journey for the Starbucks brand in Milan,” said Vincenzo Catrambone, general manager of Starbucks Italy. “We’ve taken a unique and thoughtful approach to bringing the best of Starbucks to life for our customers in Italy. We’re encouraged by the reception we’ve seen so far, and we couldn’t be more excited to bring the Starbucks Experience to new customers in Assago and Turin next month.”
Coffee Roasted in Italy
The Milan Roastery is one of five Starbucks Reserve Roasteries in the world, and the only in Europe. The Roastery is responsible for roasting all Starbucks Reserve coffee that is served in Italy and across Europe, the Middle East and Africa. Starbucks Reserve represents the rarest, most unique coffees, sourced from small-lot farms around the world. These high-quality, 100 percent arabica coffee beans are then roasted at the Milan Roastery, packaged and distributed across cafes in Italy and around the region.
Starbucks is committed to buying 100 percent ethically sourced coffee in partnership with Conservation International, with whom the company established the C.A.F.E. Practices programme to support fair and equitable working conditions for coffee farmers globally.
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality arabica coffee. Today, with more than 30,000 stores around the globe, Starbucks is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit our stores or online at stories.starbucks.com and Starbucks.com.
Percassi is a company whose activities are focused on managing its portfolio of own trademarks (KIKO Milano, Womo and Bullfrog in cosmetics, Atalanta in sports, Caio Antica Pizza Romana and La Piadineria Casa Maioli in food services and DMail in retail and mail order sale) or in joint venture (Billionaire Italian Couture in clothing). Percassi is also active in the development and management of important brands’ sales networks (such as Gucci, Armani Exchange, Nike, Victoria’s Secret, Lego in fashion-beauty and consumer area, and Starbucks and Wagamama in the food industry). Percassi operates also in the Real Estate business with the development and improvement of major commercial real estate projects. For further information: www.percassi.com