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Starbucks announces entrance to the Italian market, can it succeed?

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  • Starbucks announces entrance to the Italian market, can it succeed?

    A few days ago, Starbucks announced it would be opening its first branch in Italy, the country which inspired its founder, Howard Schultz, to set up the chain in the first place. It will open in Milan in early 2017 - but can it work?

    Java "Full article here" phile
    Toys! I must have new toys!!!

  • #2
    Are they crazy???

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    • #3
      Doomed from the start

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      • #4
        I think its a great strategy, one that is obvious in retrospect. Considering the number of tourists (48 million per annum to Italy) that are either used to the Starbucks style of coffee, the brand itself and or wanting to try Starbucks they have a very unique offering in the heartland of espresso. A familiar brand when travelling offers comfort / security to a lot of travelers. If your the only one offering S*&^ coffee in Italy, Lovers of S#$% coffee will come.

        Cheers Yabba

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        • #5
          Hmm...Probably just as likely to succeed as their attempts to gain a footing in the Australia market?

          I guess it may appeal to a demographic of tourist in the same was as a Macca's does. It comes down to whether there are enough of them who are interested in American coffee whilst in Italy.

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          • #6
            Starbucks succeed in Italy not a snowballs hope in hell.

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            • #7
              Originally posted by yabba View Post
              I think its a great strategy, one that is obvious in retrospect. Considering the number of tourists (48 million per annum to Italy) that are either used to the Starbucks style of coffee, the brand itself and or wanting to try Starbucks they have a very unique offering in the heartland of espresso. A familiar brand when travelling offers comfort / security to a lot of travelers. If your the only one offering S*&^ coffee in Italy, Lovers of S#$% coffee will come.

              Cheers Yabba
              Yeh, if they stick to strategically located outlets, they'll be fine.

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              • #8
                It all depends on who is in charge of the Italian operations. Starbucks have come up with some fantastic new stores, and their latest store fitouts are magnificent, nothing like what is here in Australia.
                Starbucks continues to do extremely well in Tourist areas. The stores on the Gold Coast are always well patronized at every hour of the day. Service is good, the staff are friendly, stores are clean and they offer free WiFi. Tourists flock to them, even though local coffee stores are next door.
                Never underestimate the marketing power of American companies.
                They have potential to do extremely well. Remember Espresso is a culture in Italy, not the rest of the world. Here in Oz, over 90% of coffee sold is milk based. Tourists in Italy may not want espresso, but a latte or cappuccino, and these types of drinks in Italy are not always on a par with what we expect in Australia.
                Tourist based, high foot traffic locations have the potential to do well, as long as service etc is top notch.

                Saying it has no hope in hell, is like saying that there is no chance that there is a housing bubble in Australia.

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                • #9
                  I couldnt buy decent latte in italy. I couldnt wait to get back to Aus. Ps im from that region.

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                  • #10
                    Not sure how the Italians will like a coffee with whipped cream, caramel and pumpkin spice on it.
                    I was in Italy last year and I must admit the milk based coffee's weren't great...Barcelona on the other hand, on par with Melbourne for sure.

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                    • #11
                      Originally posted by Pasic View Post
                      I couldnt buy decent latte in italy. I couldnt wait to get back to Aus. Ps im from that region.
                      Italians ain't big on lartay's, cup of chino's and such, they drink coffee not hot milk shakes.

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                      • #12
                        Good luck �� Although it is hard to believe it will succeed..bur, hey, who knows..

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