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Starbucks opens in Milan and closes the circle

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On 7 September 2018, the first, and so far only, Starbucks in Italy opened in a central square in Milan, in an architecturally beautiful space. And it might have seemed a provocation to open an American coffee shop in the country that invented good coffee. Instead, that of Starbucks is a beautiful story of innovation that has had to do with Italy from the very beginning.

Starbucks was born on March 31, 1971 in Seattle: it is a shop that sells high quality blends to make it at home. A certain Howard Schultz discovers him, falls in love with him, convinces the three founders to hire him as marketing manager and goes to Italy. To study how we make coffee, how we prepare it, with what gestures, with what times, the art of foam and then how we drink it while sipping it. He comes back, proposes to the founders to open a coffee shop, they tell him no, he opens one on his own and then when a year later Starbucks is on sale, he buys everything. That name works, he must have thought.

In 2018 the opening in Milan, amid some controversy, but also with the queues of the curious. “The closing of a circle” will say the founder. It celebrated the first 50 years in the very difficult moment of the pandemic but with some numbers that should be remembered: about thirty-three thousand shops – adding those directly managed and those licensed around the world in 80 countries, a market capitalization of 128 billion, the second quick food chain after McDonald’s.

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