Italian Coffee is legendary. Some might even call the European country with its rich history and tradition the coffee mecca of the world. And coffee chain giant Starbucks (SBUX), which shied away from Italy, has finally arrived on its shores. And that too, in style!
After the Seattle roastery that opened in 2014 and the one in Shanghai in 2017, Milan would be the third reserve roastery in the world for Starbucks.
A bright green Scolari roaster, native of Italy, will be on display and it roasts the beans – you can watch every step: from bean to cup.
The roastery also houses a 22-foot bronze roasting cask, as it offers patrons a look into the degassing process in bean roasting.
Starbucks has left no stone unturned in its latest offering, so it would be quite a miss if Virtual Reality wasn’t involved! That’s right, open your mobile phones with an app, and as you scan the walls of the roastery, you can get access to various trivia and information. Waiting for your coffee date is more fun, now!
The marble countertops to mosaic flooring, Starbucks gives the nod to the quintessential Palladian style. But what’s an Italian joint without a bar? That’s right, move a level up the stairs, and there it is – the Arriviamo Bar – complete with evening cocktails and small bites. The bar features over 100 cocktails – with new ones and favorites such as the Negroni and the Aperol spritz.
There is also a brilliant affogato station, where you can enjoy your brew watching ice cream being created with liquid nitrogen. Always a delight!
There is also a bakery inside, with a wood-fired oven. Because, when in Italy, you have bread in the Italian style.
While there are many more spectacles that invite you to the new space in Starbuck’s first ever Italian joint, we see the coffee giant moving to a premium service segment in other regions of the world. This move, along with recent deals, could better the health of the company moving forward.