Saturday,
December 29, 2007
Starbucks Bows to the Italian Baristi
The
ANNOTICO Report
Many
Italians feel their country is immune to invasion, because of the quality of
the coffee beans, the desirability of proper cups, an aversion to American
imperialism and the all-powerful Italian barman, or barista, and his
informed conversation on last nights football.
Italians do
cherish the barista who knows their
order, from a bewildering selection, and serves it instantaneously.
Starbucks
can not match Italians on price, and foreign multinationals have historically
had a hard time navigating planning laws in
Howard Schultz,
the founder of Starbucks’ success, derived his ideas from a trip to
Outside Edge: Starbucks Bows to the Italian Baristi
The Financial
Times
By Adrian
Michaels
December 26 2007
The Starbucks diaspora reached six more countries this year, including
Italians, as
everyone knows, are fixated on their caffeine: the breakfast of champions is an
espresso inhaled while standing up. It seems incomprehensible that Starbucks
has not felt able to launch lattes in Livorno, or flog frappuccinos
in
Many Italians
feel their country is immune to invasion. Mention Starbucks and you will
receive a load of steam and froth about the quality of the beans, the
desirability of proper cups, an aversion to American imperialism and the
all-powerful Italian barman, or barista, and his informed conversation
on last nights football.
Italians do
cherish the barista who knows their
order. It cannot be easy. One banker told me: "My barman has been at the
same bar for at least 10 years. Even though the four of us
[in the family] have different coffees - macchiato, cappuccino dorzo,
a marocchino and a cappuccio.
We dont have to order: he serves them as we enter."
I should explain
that a macchiato is an espresso with a dash of hot foamy milk, a marocchino is a bit like a small cappuccino with cocoa
powder, a cappuccio is Milanese for cappuccino and a
cappuccino dorzo is not coffee at all but some substitute made of barley.
But Starbucks can
play the bewildering game too. You could order a "half caff,
dry, quad, tall white soy mocha", and then settle down to your steamed
white chocolate and (no foam) soya milk with two
shots of regular and two shots of decaffeinated espresso, served in a 12oz cup.
It is true that the
best Italian coffee would blow Starbucks away, but I suspect the chain could
win on trendiness and innovation. The reasons for
Starbucks absence are more mundane.
Starbucks would
be pitched into huge competition in
Also, foreign
multinationals have historically had a hard time navigating planning laws in
Howard Schultz,
the man most closely associated with Starbucks success, derived his ideas
from a trip to
Maybe so, but the
company has made more of a priority of 43 other countries first. Whatever the
logic, Im sure the barista on Venus is more worried than the
one in
The writer is the
FTs
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