Why can't Starbucks survive in Italy? Starbucks was inspired by Italy.

"not a single store can be found within 300 miles." The reporter entered "Italy" from the Starbucks official website "store map", which also shows that it does not exist. There are not only many but also authentic cafes in Italy, and the prices are much cheaper. Most of the locals spend 1.5 billion euros to drink at the bar and then leave. The coffee shop behind Notre Dame Cathedral in Florence drinks 1.50 euros standing and 3 euros sitting. Howard, CEO of Starbucks? "the espresso is too astringent and the flavor is too strong," Schultz said during a visit to Italy in 2008. Starbucks inherits the Italian coffee culture, but is proud to improve the taste of coffee. " GianlucaBrizi, an Italian barista trainer, said: "Starbucks just uses different ingredients. If you open a store in Italy that only sells this kind of coffee, it will be closed the next day." Starbucks is very good at site selection and brand advantage, but it seems to have lost the quality of coffee. " This fully competitive market and coffee culture deters the global brand Starbucks. Starbucks China responded that whether it is choosing a target market or a new city, the main consideration is to "listen to the voices and needs of customers in entering new markets and store development."

So far, more than 21000 stores have been opened in 66 countries around the world, according to the latest data provided by Starbucks. However, Italy is not yet one of these 66 markets.

Espresso is coffee in Italy.

Starbucks' concerns may not be superfluous. Italians love coffee, but they stubbornly love Italy's own coffee. Espresso (espresso), which is made by using high-pressure water to grind coffee into fine powder, is the most famous and important representative of Italian coffee. There is even an Italian National Institute of espresso (Istituto Nazionale Espresso Italiano) in Italy to define what standard Espresso can be called "Italian Espresso".

The world's first Espresso was born in 900 AD-of course, there is no doubt that the first Espresso was born in Italy. Since then, the Italian love for Espresso has not been interrupted. Italians consume 70 million cups of Espresso a year, drinking an average of 600 cups per person. But in Italy, you rarely hear the word Espresso. Most of the time, Italians simply say "caff".

For Italians, a wide variety of fancy coffee is a drink, only Espresso is the real coffee.

Italy is not suitable for Starbucks

So far, Starbucks has opened more than 21000 stores in 66 countries, according to the latest data provided by Starbucks. However, Italy is not yet one of these 66 markets.

For Italians, Espresso is the real coffee, and lattes and macchiato with milk can only be considered drinks, not to mention Starbucks' main product, Frappuccino.

It is understood that at present, 1.5-2 euros per cup is still the price after the government raised taxes and passed on the economic crisis, and the prices were cheaper before. In spite of this, local tourist attractions and prime areas have basically maintained this level, with some open-air cafes drinking up to 3 euros per cup.

"in theory, the Italian market should be good, regardless of per capita income or customs, romantic leisure." Zhu Danpeng, a researcher at the China Food Business Research Institute, believes that for a global brand, there are only several factors to consider in the process of global store expansion: national GDP, per capita income, population density, store rent and employee wages. There are also industry analysts said that in the face of Italian espresso, Starbucks coffee lacks a competitive advantage in technology, and the standardized corporate culture is incompatible with the local culture, such as standing or sitting.

Why not enter Italy and how do you think about global store expansion? Starbucks China said that "listening to the voices and needs of customers" is the most important.

Culture, feelings, Starbucks "not qualified"

● Italy is already full of coffee places, much more dense than Shaxian snacks in China, Guilin rice noodles and so on. Starbucks Coffee Shop can't hold the line.

● Italy's existing bar coffee is not only authentic, but also cheap, the price is 1/3 of Starbucks. Although Starbucks coffee is modified on the basis of Italian coffee, American coffee is simply wasted in the eyes of Italians. Italians are proud, persistent and exclusive of their culture, especially their diet. Starbucks has no advantage when it comes to coffee.

● had bar in Italy before Starbucks. At that time, Americans didn't know that coffee didn't have to be drunk at the dinner table. And what Italy drinks is not just taste, but deep-rooted culture. For them, bar is a place to make friends, chat, relax and rest. They don't need wifi, much less can they imagine drinking on the street with a large plastic cup of coffee.

● Starbucks dare not take this risk. Starbucks is inspired by Italy. It is good to sell well, but its image is damaged if it does not sell well.

Source: Jinri Toutiao