Can Starbucks open a shop in Italy next year after waiting for 35 years to invade the hometown of coffee?

Howard Schultz, former chairman of ▲ Starbucks.

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Starbucks Coffee, which has more than 24,000 stores in 75 markets, is absent from Italy, the hometown of coffee. When many coffee users travel in Italy, they always feel that "something is missing." however, as Starbucks announced that it would enter Italy in 2018, it will eventually realize the dream of Starbucks chairman for 35 years.

For more than 30 years, Starbucks, the leader of the global coffee chain, has actively exhibited its stores and entered the world, but the coffee hometown of Italy has long been a pity for Starbucks chairman Howard Schultz.

But this unintended cause will reach the touchdown in 2018. Schutz announced in February: "I didn't think we were ready to move into Italy." I think Italy is a very special place. I respect Italian coffee tradition and Italian culture very much. I think we must win that kind of respect and opportunity. After the past years, we are now ready to enter. "

After 35 years of preparation, Starbucks will enter Italy next year, not only to fulfill Schutz's personal dream, but also to complete Starbucks' global layout.

▼ Italy is the hometown of coffee. Italians are used to drinking two or three times a day.

Schuz's vision for Starbucks was inspired by his first business trip to Milan, Italy, where he drank Italian milk coffee in 1983.

In fact, Schuz's vision for Starbucks was inspired by his first business trip to Milan, Italy, in 1983.

At that time, when he walked into a coffee bar in Milan and drank his first cup of Italian milk coffee, he felt a relaxed atmosphere and found that the cafe really attracted customers to come again and again. it is precisely because it provides a relaxed atmosphere, social space and mood transformation. "there was no such thing in the United States at that time, and I had a hunch that I would make a big difference." Schultz later brought this atmosphere and spirit back to the United States to build the Starbucks it is today.

But it was not until Starbucks had more than 24,000 stores in 75 countries that Schuz felt confident and ready for the decision to enter the Italian market.

Before that, McDonald's marched into Italy 30 years ago when it encountered a slow-food movement launched by Italians to "fight against foreign enemies" and inspired the local drinking tradition. In the end, however, it failed to stop McDonald's golden arch logo and other ensuing fast-food chains from becoming part of the Italian street scene.

▼ Starbucks will enter the Italian market next year.

[Starbucks Trading] this is the best-selling product of Starbucks that sells tens of millions of cups a year.