How Starbucks Beat The Odds In Italy

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In 2018, Starbucks opened its first store in Italy, a 25,000-square-foot roastery in Milan. Despite being inspired by Italian coffeehouse culture, the American chain faced resistance when entering the country. Since then, the company has opened a total of 20 stores in northern and central Italy and plans to open five more before the end of 2022. A few other American brands like Domino’s, Ben & Jerry’s and Häagen-Dazs have failed to expand successfully in Italy, but will the country that invented espresso embrace the world’s largest coffee chain?
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How Starbucks Beat The Odds In Italy

Опубликовано:

14 окт 2022

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Комментарии : 641

@truthteller4442 Год назад

Let’s be honest, Italy is like the tourist capital of the world. Starbucks doesn’t even need to rely on actual Italian people to have good business. They know the tourists will go.

@tiwanniehinds1972 Год назад

Italy isn’t the tourist capital of the world.

@j.j7380 Год назад

@@tiwanniehinds1972 that’s why he said “like”

@bascal133 Год назад

Great point, however I would push back somewhat by saying that as the videos points out this didn’t work for other American brands like Dominios and I think McDonald’s KFC etc have failed there are well so Starbucks has done something unique if they are making it work.

@bascal133 Год назад

@@tiwanniehinds1972 yeah it’s a tourist capitol of that world, you know what they meant

@Lamiishere Год назад

Cringe af

@gregorio5543 Год назад

Lived in Milan for a bit and can confirm no Italians really went there. A majority were from tourists. This is how they survived in Italy. You put Starbucks in an area with not as many tourists, it wouldn't do as well

@augustmarshall2961 Год назад

"no Italians really went there", this isn't accurate anymore, Gregorio. When were you last here? It's definitely changed.

@nicoladc89 Год назад

La caffetteria Starbucks a Milano fa solo debiti.

@Rollinjoint Год назад

when i went to Milan, there were many tourists, but also A LOT of Italians.

@LeekyKale Год назад

Yeah I live in Turin and I see a lot of Italians(mainly women) going to Starbucks.

@3ingredientrecipe Год назад

I live in Milan right beside an Starbucks store, what I see there is teenagers, local people doesn't go there, they rather small tradicional bars.

@hugoaraujo5973 Год назад

The Starbucks store in Milan is more like an tourist attraction than a coffe shop, and that’s the deal. People don’t go there just for the coffee itself, but for the whole experience that the store offers, and that makes they succeed there.

@olfrygt 2 месяца назад

Right? I was surprised about how much focus was placed on that one flagship location. I doubt its very representative.

@Daughterofminerva Год назад

As an Italian who knows Starbucks because of travels in other countries of the world , I can say that an Italian goes to Starbucks more for the atmosphere and the fancy drinks than for coffee. If an Italian wants a good espresso ,he doesn't go to Starbucks. I do not say this to belittle Starbucks .It has its strong points and advantages. I like it as a fancy place where I can stay for one hour with my laptop, and I appreciate the effort they made to adapt their interior design to Italian taste . In addition, it doesn't need locals to flourish . Tourists and teenagers are more than enough.

@AlejandroRamirez-le2vv Год назад

Their espressos are the worst in the US. Anyone that like decent coffee knows that Starbucks isn't the place to go

@phamtrung8507 Год назад

Let's be honest here, most part of the world don't go to starbuck for coffee. Most that go to SB is just for the experience, then they'll just go to their local coffee house which is much cheaper, tastier and definitely more relaxing. Went to SB afew time to try the coffee but they're all just watered down or have fuckload of milk.

@satviksatvik3033 Год назад

Let’s be honest. I am living in Milan and I’ve rarely seen locals and Italians go to Starbucks. The only people who go to Starbucks are either teenagers, tourists or first timers (because the interiors are awesome). That’s the reason they’ve and are shutting the shops in Milan. People prefer to have the coffee in local bars(even me), where you feel connected like a family. Everyone talks to each other no matter you know that person. There are no restrictions that you’ve to leave the table. The aura is very pleasant while in Starbucks lacks these things. You’re always under surveillance in Starbacks 😂

@NeoSpacian1237 Год назад

You’re old. Younger people clearly prefer it

@NicolaArisi Год назад

Well that's not true. A few Starbucks recently opened in my city (Brescia) in average malls, and local Italian people every day wait in line for their frappuccino.

@unknownzzz5115 Год назад

@@NicolaArisi That happened in Milan years ago but as soon as they did find out that what they were getting was overpriced low quality stuff the crowd became smaller and smaller, it won't take so much time.

@drewfoster4607 Год назад

As an Australian I find it hilarious that they made it in Italy but failed in Australia. Most likely it’s the tourists keeping them afloat. I wouldn’t drink Starbucks coffee at all, it’s so watered down compared to my local cafe.

@gatekeeping8528 Год назад

Where y'all got the watered down thing from?

@daniby9894 Год назад

@Drew Foster So far hey only have stores in Milan and one in Rome, so yeah... italians like it so much that it only survives on tourist routs

@omgcrisbreezy Год назад

Thanks for your opinion, I needed it.

@larrybuchannan186 Год назад

Not a single Australian chain ever succeeded in USA As far exporting your food across the world is concerned, Australia is nomatch to USA.

@unknownzzz5115 Год назад

They didnt really made it in Italy, their stores are only in the most touristy sides of something like 3 cities and it is mainly foreigners that go there, especially Americans or British people.

@opalyankaBG Год назад

I'm happy for Starbucks. However, visiting Italy I would never consider anything other than espresso from a small cafe. So delicious and cheap!

@extrastout1741 Год назад

I personally don't like espresso, so if I get a coffee I do get these type of Starbucks drinks

@Wandertheworldwithme Год назад

Yes! And authentic ☕️

@NathanBaessi Год назад

Going to Starbucks in Italy of all places should be a crime.

@edoardoaprea8186 Год назад

It took 7 years for domino's to file for bankruptcy in Italy. Let's see how long for Starbucks

@Viv8ldi Месяц назад

Baby, dont compare a walmart bag with Gucci

@thomassavage737 Год назад

Out of the 6 people you interviewed who gave positive reviews of Starbucks, only 3 were Italian!

@kennywong544 Год назад

And the text were what

@larrybuchannan186 Год назад

SO that is 50%. 50% is no small matter.

@D_Marrenalv Год назад

@@larrybuchannan186 lol

@larrybuchannan186 Год назад

@@D_Marrenalv Italy is ajoke dude There is not a single coffee chain from Italy that is remotely popular as Starbucks across the wolrd Italy is a culltural, technological and economic bakwate compared to usa

@D_Marrenalv Год назад

@@larrybuchannan186 Italian coffeehouses don't need to create a countrywide chain of their shops to dominate all over Italy...each Italian town, city and region has its own variety of coffee shops/houses that makes great coffee for their own local residents and for any foreign tourist who visit. They also don't have that American need to create a giant coffeehouse chain-name and spread it to the rest of the world.

@FinancialShinanigan Год назад

"we know Starbucks, we know the quality" He has high standards lol

@rodrigomeza282 Год назад

I love CNBC and all but this video’s title is really inaccurate. Starbucks has no real presence in Italy except for parts of Milan, paper cups and all. Even there its just a curiosity. Italy is not Milan. Clickbait is ok for beginners, but please CNBC be serious before posting something like this.

@michaelprovence Год назад

Starbucks is good for marketing and customer experience but most of their products are really disappointing regarding the taste

@righteousone1 Год назад

It's mostly their service. 6/10 times the drink you order is not made right.

@ChickensAndGardening Год назад

@@righteousone1 When you hire gender studies majors....

@genxx2724 Год назад

Starbucks coffee is awful, and the beans are burnt. Who wants to drink coffee from a paper cup? Starbucks is in the business of selling milkshakes.

@billyjohnson9166 Год назад

Can’t be that bad they make me money

@flamurtarinegjakyt3745 Год назад

I've been living in Italy for 20 years and I've seen a lot of Mcdonald's, Burger Kings and KFCs, but I've never seen a single Starbucks in my life. I live in in Trieste, the italian coffee capital and I've also lived in Turin.

@samuelcoeli5937 Год назад

Con tutta onesta, il Friuli Venezia Giulia è una delle regioni più dimenticate dai turisti. E siccome Starbucks in Italia sopravvive soprattutto grazie ai turisti, perché la maggior parte degli italiani che ci va sono giovani che vogliono provarlo e basta, sicuramente non va ad aprire a Trieste, ma piuttosto Milano e Roma.

@flamurtarinegjakyt3745 Год назад

@@samuelcoeli5937 non ho dati alla mano, ma non mi pare che ci siano pochi turisti, perlomeno a Trieste. Spesso ci sono anche due crociere contemporaneamente, poi ad ottobre c'è anche la Barcolana. E in realtà da quello che ho visto Trieste è una delle città con i palazzi più belli d'Italia. Poi, forse mi sbaglio, ma quello che dici mi sorprende. Comunque non ne ho mai visto nessuno neanche a Torino, dobe ho vissuto per 12 anni

@GSRL03 Год назад

@@flamurtarinegjakyt3745 a Torino c’è. Per quanto riguarda Trieste non penso che ne apriranno uno lì, almeno nel prossimo futuro

@flamurtarinegjakyt3745 Год назад

@@GSRL03 quando è stato aperto?

@psp785 Год назад

I would never touch Starbucks when I was in Italy outside the airport.

@righteousone1 Год назад

Why would anyone unless it's out of ignorance.

@excalibro8365 Год назад

Wouldn't the starbucks in the airport be even more expensive?

@mackpines Год назад

Nothing beats authentic Italian coffee. Tastes better and cheaper than Charbucks which charges over $5 for coffee that tastes burnt.

@thevannmann 9 дней назад

Italian coffee is overrated lol. It’s so incredibly boring compared to Turkish or Vietnamese coffees.

@ehmzed Год назад

As much as I dislike Starbucks entering our market I have to recognise the effort they put in doing so, and it's fair they get the success they find. Unlike Domino's (and apparently ice-cream chains) which thought they could sell the same American stuff to literal Italians. Locals will check it out as an exotic novelty but they won't come back again unless it's actually good lol

@AlexDiabMusic Год назад

From what I’m understanding after watching a series of these videos is that Starbucks was able to adapt their store experience to go in line with people’s habits and ways of consuming instead of trying to open a carbon copy of their tried and true system they have in the USA. A lot of franchises have failed to expand worldwide because they do it cheap and fast.

@fearless6947 Год назад

I think the coffee beans would be better and fresher as well. We get the cheap, burnt roasted coffee bean's. In Uk we have bad coffee as well, there isn't that many good, coffee shops around lol. Starbucks is like everywhere and we know, what we are going to get. The taste of coffee in Italy has to be much better, so a lot of planning has went into this. Cookie cutter US coffee shops won't work.

@albertodecaro38 Год назад

Starbucks won't probably properly function outside of high touristic areas. Italians develop a relationship with their coffee place, like the one you develop with your barber or butcher. It's something beyond the consumption of a good, it's a ritual and a social moment. This social aspect is engrained in our culture, coffee is usually consumed as an excuse to be together and have a chat. Same logic is applied in homes, where coffee is prepared when you welcome guests and friends. Maybe this logic will change with newer generations, who knows..

@MindMaelstrom Год назад

As Italian I agree, only in big city centers right next to main train station, aside from there noone wants Starbucks coffee

@extrastout1741 Год назад

As an introvert I prefer a more "corporate" experience, I like to drink my coffee in peace without people asking about my life, family. I know it sounds mean but it is what it is

@larrybuchannan186 Год назад

They said the same bs about other American food chains And look what happened. American restaurant chains like McD's, KFC are a massive success in Italy While Italy failed to create a single restaurantchain that is remotely as famous in the world.

@larrybuchannan186 Год назад

@@MindMaelstrom They said the same bs about other American food chains And look what happened. American restaurant chains like McD's, KFC are a massive success in Italy While Italy failed to create a single restaurantchain that is remotely as famous in the world.

@nicolomodica2704 Год назад

@@extrastout1741 if you don't want to be bothered just tell them you're busy, they'll usually just leave you alone also they generally approach when you are in a group, by being alone you'll mostly be left to yourself

@MrGordoGekko Год назад

I live in Milan and happy to have a new alternative to the Italian coffe but as of today the Company already closed almost every coffe bars opened in the last couple of years. So, winning what?

@branc2658 Год назад

They had to make Starbucks in Italy looking like an Italian Caffè. And their coffe to taste so much better, just like Italian coffe. So , I would say it's Italy that's winning, here.

@xtasy6807 Год назад

"Having a Starbucks Cub in your Hand in Milan gives you a certain status" Yeah I don't think so.

@peanutcoco9683 Год назад

Let’s be honest the Starbucks in Milan is better than any other Starbucks

@theactivistguy7770 Год назад

Local cofffee shops is much better then Starbucks in Italy. No thanks to corporate coffee

@efeddwdw9782 Год назад

OFC they are, but Starbucks is good and consistent. And Starbucks offers more, especially with the trends.

@theactivistguy7770 Год назад

@@efeddwdw9782 Italian pizza is better then dominos too.

@jliang70 Месяц назад

@@efeddwdw9782 consistently ordinary. I had my own expresso machine for at least 15 years, no more McDonald Coffee, 7 Eleven coffee, Starbuck, Gloria Jean or Hudson Coffee.

@louisbourbon8973 Год назад

I find it strange that so many American brands, including Starbucks, are willing to alter their product and experience in order to cater to foreign markets, yet their average American locations offer a lackluster experience and subpar products.

@777rogerf Год назад

Starbucks is not lackluster or subpar in American, like most chains. It higher in both quality and cost.

@lg206 Год назад

Because Americans tolerate it. Imagine if Lavazza cafe in Milan served stale, chewy pastries that were made in a factory 10 days ago. The Italians would burn the place down lol

@Churros1616 Год назад

Because American brands want to make money. If they have to do it to succeed they will do it. If they don’t they won’t.

@fearless6947 Год назад

Honestly, it's the same with Mcdonnals. In taiwan Mcdonnals, the sitting experience and lay out, is so different to Uk. Taiwan Mcd's is super clean. Uk Mcd's is super dirty and have to clean your own table. The layout has much larger tables and way larger than Uk. Uk Mcd's is cramped and Taiwan is spacious. People bring there laptops, to work in Mcd's. I find myself ordering either British tea or Americano, and using my laptop their at times. In Uk this never happens

@jessbellis9510 9 месяцев назад

@@777rogerf Hahaha it's a massive corporation that does anything for profit. It's not higher in quality because it's in the USA. In fact, due to your lax food safety and quality laws, it's often worse than anywhere else.

@RudieObias Год назад

I love Italy! The best dining I’ve ever had and also some of the most inexpensive food. A wonderful country!

@GB-ko8cv Год назад

💜 Love (dont know your country) your country from Italy 🇮🇹 👍

@francescos7361 Год назад

Thanks to challenge China in super tech and universities and researches too.

@deeppointturkiye2666 7 месяцев назад

Inexpensive food 😮?????

@suryanshbisen3414 Год назад

Getting more business from the tourists rather than the locals. Starbucks has indeed done quite an effective SWOT analysis....

@paulblichmann2791 Год назад

When traveling internationally, the green and white Starbux Lady is the international symbol for "Free Restroom". Her cascading hair like a waterfall represents...you know.

@xaza8uhitra4 Год назад

😂

@lokiwhacker Год назад

Wasn't in NYC

@Rollinjoint Год назад

so true

@yuriydee Год назад

Starbucks is good for its familiarity and their coffee is just okay. 9/10 times if i travel abroad I will look for a nice coffee shop, but every now and then when Im in a rush somewhere or in the airport, Id grab Starbucks just cause I know what to expect there.

@daniby9894 Год назад

🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣 Almost all of the Italian Starbucks are in Milan! And Now they're opening in Rome and Florence... Italians love Starbucks so much that it only can survive in tourist towns!

@Unan1m0us Год назад

I met a Filipina staffer in the Milan location! She was very nice :)

@francescoarcangeloni1485 Год назад

I’m Italian and I do not live in Milan, but every time I travel to the city, Starbucks is a must go: the architecture, the flavour of the Americano, the smell in the air, the music in there - I love the vibes you find inside Starbucks. I hope it will open in Bologna too ❤️

@francy3643 Год назад

im italian and i never seen starbucks here lmao

@Richard1H65S Год назад

Starbucks learned a lot from Australia. Made good in Italy, well done.

@TestingTesting-tl7pz Год назад

No wonder they beat the odds! They made them 1000% nicer than the ones in the US! Looks like a luxury cafe that happens to have Starbucks logo on it.

@bbalila Год назад

Last month I was in Milan. The coffee Price in Italy is not cheep as the coffee cup size is very small. If you count by ml then not much difference in price. North Italy was lovely.

@MauroRincon Год назад

Coffee was good, better than other Starbucks overseas. But overpriced compared to the local Cafes, I don't think you'd go there regularly unless you're a tourist or a middle to high income person working around.

@francescos7361 Год назад

Grazie mille il caffè e l innovazione tecnologica e dei nostre istituzioni devono e dovrebbero essere le prime al mondo sopra la Cina e America

@larrybuchannan186 Год назад

@@francescos7361 Italy couldn't even create a single tech company on the Internet while US created loads of companies In the top 10 tech companies of the world, USA has 5 while Italy has zero The score is 5-0 in favor of USA Italy is nomatch to USA at technological innovations Italy is nomatch to USA at cultural influence or economic influence either Italy is ajoke dude.

@bluenightsky Год назад

It's not about how much revenue they're generating from these stores. It's the status. Of course they had to go all out to impress the most sophisticated coffee palettes in the world, the Italians. They were smart to take their time entering their market. They spent time delicately weaving their brand into the local culture and took a great deal of time to understand the specific type of coffee customer there. Then they magnafird it by creating something that rivals, and in some minds betters, that of the current Cafe landscape in Milan. Overall, it was a stroke of brilliance and meticulous planning. I applaud them for that. It's also a great lesson for other giant brands to follow.

@ehmzed Год назад

Exactly. As much as I dislike them entering our market I have to recognise the effort they put in doing so, and it's fair they get the success they find. Unlike Domino's (and apparently ice-cream chains) which thought they could sell the same American stuff to literal Italians. Locals will check it out as an exotic novelty but they won't come back again unless it's actually good lol

@Churros1616 Год назад

The most sophisticated coffee palettes in the world are the Ethiopians sweetie. Italy learned from them.

@D_Marrenalv Год назад

@@Churros1616 What percentage of all Italians, past till the present, have ever gone to Ethiopia or have been in enrolled in an Ethiopian School of Coffee?

@jessbellis9510 9 месяцев назад

They clearly learned their lesson after failing massively here in Australia.

@indigoinarritu6096 Год назад

As an American living in Italy I understand both sides of the discussion. Having come from San Francisco with a robust coffee culture I am used to hanging out in Coffee Shops and chatting or working--not to mention when I am traveling and have down time Starbucks are a great place to just drink coffee, chill and people watch. I missed that "culture" when I moved to Italy. I think it is always a good idea to have options for a wide variety of people. Not everyone living in Italy is Italian and has the same coffee culture so something like a Starbucks could appeal to those people. The world is a big place with all kinds of variety. Why not have varieties of coffee drinking experiences in Italy? It doesn't hurt anybody and may even lead to newer traditions.

@mystery_murmurs Год назад

I need to visit Italy someday

@cezinfante4928 Год назад

Fun fact: in Japan, Starbucks baristas dont write names on the cups, they will draw a heart, smiley face or something like “have a great day”.

@griffinina Год назад

It’s bcz of the kanji, I think. It would be awkward to ask the customer what kanji they use for their names. Unlike countries whose language use alphabet, if your name is Alex then it will be written exactly with letters A-L-E-X, a slight variation probably Alec. But Japanese kanji have several pronounciation variations for each character.

@andrewpalmer840 Год назад

Actually they could use phonetic characters such as hiragana or katakana. It is more of an issue of hearing the name right as there are officially 291,000 surnames in Japan (in contrast S.Korea only has 288) many which sound quite similar due to the polysyllabic nature of the language. Also people don’t like to be called by their first names by strangers (too familiar) Not a problem anyway, as most Japanese don’t customize their orders as much as Americans, many just order right off the menu w/o mods, decaf, etc.

@silverchairsg Год назад

Honestly as a noncoffee drinker the only time I buy from Starbucks, Coffee Bean etc is for specific promotion drinks such as cheesecake blueberry or something. Even then I make sure not to get the caffeinated version. I think I've bought from them like only once or twice this year.

@SerpkoBakotiinii Год назад

If it is about marketing, it can work with Starbucks. If it is about coffee - coffee in Starbucks is bad.

@righteousone1 Год назад

It's better than Dunkin Donuts. I wish there were more coffee options in the US.

@elainelindsey1306 Год назад

In my country starbucks was a flop. We care about the product itself and not branding. Local cafes and coffee shops sell better products much cheaper. We also have wider variety of ethopian, cap colombia, Alta Rica, karnataka, Java and mocha coffee to name a few. I find it cheaper to make my own good quality coffee. I had my own French press, moka pot and coffee grinder for years.

@baronvonjo1929 Год назад

I don't think many Americans actually care about the "brand" it's just everywhere. And here at least in all my experience coffee places are always expensive even more so than Starbucks.

@ForceRandomer Год назад

Nice! Where are you from?

@seanthe100 Год назад

Flop in your country or not, Starbucks had a revenue of $25 Billion just selling coffee I think they'll be alright. Lol

@elainelindsey1306 Год назад

@@seanthe100 I know the company makes alot of money . I said it was a flop here because they planned on having over 200 stores by 2020. They failed in reaching there target. I think there's around 30 starbuck stores. Our biggest coffee chain mugg and bean has over 200 stores and is very popular

@elainelindsey1306 Год назад

@@ForceRandomer south africa 🇿🇦

@tanner293 Год назад

As italian I would only go to Starbucks for working with my laptop as there arent't many places where you can do that in Italy. I believe that few stores might resist and make profit in major cities close to train stations and tourists attractions, but Italy for Starbucks will never become a major market. As a matter of facts they are already closing down few stores in Milan. Even if good, it is way too expensive compared to rest of espresso bars in Italy, there is really no point of going there

@freedom3040 Год назад

out of 95 million vistors, Even if 10 million drink, apart from locals it would be profitable. So starbucks should be nearest to Heritage places or Tourist places more.

@deggho5877 Год назад

outside the main touristic areas it really hard to find any, in southern italy there is NO starbucks

@samuelcoeli5937 Год назад

actuall outside of Milan there is almost no Starbucks, except Turin and Rome(where the Starbucks are not even located in the city centre). Recently it opened in Verona, but apart from that Venice, Bologna, Padova, Brescia, Bergamo, Genova, Perugia, which are big and touristic cities don’t have it.

@novalux4452 Год назад

@@samuelcoeli5937 if you look at the map 2:58 it seems there is a Starbucks in Genoa and another in Florence. Also, among the cities you listed: Padova, Perugia and Bergamo receive mostly Italian tourists, meaning that Starbucks won't break it. Brescia it's not even a tourist city, while I predict that Venice and Bologna will have soon a Starbucks for international students.

@Ramshor_sampang Год назад

I am a barista from middle east (kuwait) and i wanna say thank you all around the world who loves starbucks✌️✌️

@Mak095 Год назад

I didn't know Starbucks was inspired by Milan's cafes... it came full circle now!

@terhgasabeha9552 Год назад

He had a good coffee in Milan. Outside of America. We Ethiopians we've been making coffee for thousands of years.

@jecko980 Год назад

They put it behind Piazza del Duomo, no wonder it hasn't failed

@Chengmaster Год назад

The biggest difference is that other chains rely on food and starbucks generally on drinks. The profit margins on drinks are always higher than food.

@lucad3869 Год назад

Bro I'm italian. My mum makes like the best tranditional italian coffee. Compared to Starbucks it's 💩. Niente può vincere sopra il caffè italiano!! 🇮🇹

@reanozeon9459 Год назад

0:01 Starbucks : I loved it !

@Serenity27 Год назад

2:23 I can't believe I didn't know the reason why those palm trees were planted there. I used to think they wanted to just decorate the duomo a little more

@younghan3573 Год назад

Making Italy's Starbucks uniquely Italian is the key to their success. It's like Nobu in America. Not traditional Japanese, but upscale American!

@francescos7361 Год назад

I hate them honestly It s not a respect

@GuRReN1495 Год назад

As an Indonesian it surprises me that people will spend $3 at Starbucks for a cup of watered down americano while a 1kg bag of local grind cost less than $6

@anthonycurzi7521 Год назад

Great reporting!

@fredjackson3264 Год назад

I'm from Italy and I can assure you that the only people who go to Starbucks are "alternative" kids who like to take selfies with the cups because "it's cool"... I'd rather drink sewer water instead of that.

@larrybuchannan186 Год назад

US is culturally the most influential nation in the world by far. Italy doesn't even come remotely close to USA at cultural influence American culture is ubiquitous - From movies to tv series to restaurant chains to music to comicbooks to jeans to brands etc Italy is ajoke compared to usa

@lukedalton Год назад

@@larrybuchannan186 yeah, yeah, yeah we have understand, the USA is magnificent, superstrong, invincible, etc. etc. etc. and we are all nothing compared to them; now can you stop copy paste your post everywhere here and maybe, i say just maybe try to had something real at this conversation or if you can't simply stay silent?

@larrybuchannan186 Год назад

@@lukedalton Whose movies do you think are watched more across the world? Italian or American? Whose Tv series are watched more across the world? Whose music is listened to more across the world? Italian or american? Whose clothing is worn more across the world? Italian or American? The answer to all of these questions is American USA is a cultural superpower while Italy is a culturally irrelvan nation in the world

@larrybuchannan186 Год назад

@@lukedalton Italy failed to create a single coffee chain while the US created the world's most famous coffee chain That is the reality whether you likeit or not

@lukedalton Год назад

@@larrybuchannan186 sure buddy sure, whatever you say and whatever make you feel good.

@mazibukomail Год назад

Starbucks failed spectacularly in South Africa.

@francescos7361 Год назад

Come è giusto che sia primato nazionale innovativo ed educativo per dominare nel mondo come primatisti per ricerca e università e scuole

@enricotran3068 Год назад

Italy has a tradition way of taking coffe that never changed in decades, no one even tried, at least to what I noticed so far, to spicy the experience up, we waited some overseas company to do it.

@EllDavis Год назад

Overpriced Coffee. Regular Customers there must be idiots.

@francescos7361 Год назад

Yes I agree they are idiots I hate them for this reason over out scientist and universities web should deal only with Finland that are the best to me not Russia but Finland and Norwegians Who are the greatest to me , for them only distance for them only hate and distance cause they ruined out food values , tech and schools Who shoukd be improved to become the best in the world

@vanesslifeygo Год назад

The existing locations will be there to stay. But they won't grow the number of locations by very much.

@DemisG. Год назад

Starbucks beat the odds because tourists go to their shops. Italians might go sometimes just to experience something different, but I am pretty sure they don't want to pay 4 times the price. In fact, if you go to any of the Starbucks, especially the one in Milan, you will see no Italians there.

@olly1oo6 Год назад

It pains me to say this but Starbucks makes better espresso than a lot of "local Italian cafes". And that says a lot. In Australia espresso is quite expensive (3-4AUD) because it's made with high quality beans by a trained barista. The stuff that they pass for espresso in Italy is usually from much lower quality beans, and brewed without appropriate training. At least it's "only 1 Euro", but I'd happily pay more for a bit of care, love and attention. I've had great espresso in Italy but it's exceptionally rare.

@walter_the_danger Месяц назад

don't know what you're talking about, do you?

@juanvsreviews Год назад

I did not see any Starbucks anywhere. They haven’t won anything. This is hilarious

@jonomozzy2169 Год назад

Nothing quite like showing your gratitude to coffeehouses for an idea by returning years later & unintentionally taking their customers ;)

@travelvideos Год назад

Visited SR in Shanghai and Tokyo soon after they were opened. Then paid 55 + 20 (flight + airport train) euros to visit in Milan. Huge fan.

@ehmzed Год назад

3:30 "...we are now planning to open in Rome and in Florence" *_NOOO, GOD! NO, GOD, PLEASE, NO! NO! NO!_* *_NOOOOOOOOOOOOOOOOOOOOOOOOOOO!!!_*

@ItsCosmea 3 дня назад

Da italiana che vive in Italia, sono stata contenta di veder arrivare Starbucks. È bello vedere cose nuove arrivare ed inserirsi nella nostra quotidianità, non credo che sia per forza da considerare la minaccia della tradizione 😅 I baretti tradizionali con i nonnini che bevono bianchetto alle 8 del mattino non esisteranno comunque per sempre, indipendentemente dalle multinazionali. E poi a volte è bello rilassarsi in un ambiente diverso, senza le solite facce losche intorno. Gli stranieri tendono a romanticizzare il nostro paese fin troppo 😅 Milano non è ľItalia intera.

@akashgarg9776 Год назад

As an American, I get a very weird sense of culture shock when American culture is described as "hip." Really can't explain it

@gatekeeping8528 Год назад

what culture?

@larrybuchannan186 Год назад

@@gatekeeping8528 US is culturally the most influential nation in the world by far. Italy doesn't even come remotely close to USA at cultural influence American culture is ubiquitous - From movies to tv series to restaurant chains to music to comicbooks to jeans to brands etc Italy is ajoke compared to usa

@unknownzzz5115 Год назад

@@larrybuchannan186 Don't be so sure about that, keep in mind that almost everything that was made popular by the US was brought in there by other nations, damn even jeans came from the city of Genoa in Italy lol, and yes you had influence with modern music, but the Italians invented how to actually write it and lots of instruments... you can't compare a hundreds years old country with a millenias old civilization...

@larrybuchannan186 Год назад

@@unknownzzz5115 USis a technological, cultural and economic superpower Italy is nomatch to usa

@jalalfouani Год назад

It’s mainly the store that is really cool and technically offers Italian style coffee. No one with their right mind would go and get the traditional diluted 12 oz strabucks coffee when in Italy (with all due respect to American coffee).

@boeingpameesha9550 Год назад

Good to know!

@terminatorfluffywooo Год назад

Tbh Starbucks in Italy is probably a lot better than it is in the US. American brands that are successful internationally do typically step up to local standards in order to compete.

@francescos7361 Год назад

No they ruined out country we dob t like them only Norwegian and Finland , they destroyed out culture cause so much distance from them I don t support

@larrybuchannan186 Год назад

No Starbucks in US is far bette I have had both and Italian versions sucs I don't know how it became a success in Italy.

@martinoignisci7300 Год назад

The most significant difference is that in Italy, people go to Starbucks to live an experience once in a while; in the world, they go more often to take a coffee. It's like a routine. Our routine is to go to Il Bar, take "caffè e cornetto/briosche". Here we are comparing apples and oranges. Domino's Pizza competed against local pizzerie, and guess what? It's failed! McDonald's has opened up many restaurants, but that is another story; they compete in the fast food market. There you got to have the ability to make profit by selling a cheap hamburger. It's more a matter of management skills than food appreciation.

@larrybuchannan186 Год назад

@EmilioBove Год назад

Starbucks dind’t make it in italy 😂 stores are closing and there are just a few of them

@gunsofaugust1971 Год назад

Good article.

@IamSnowbird Год назад

I like that some Italians think SB is watered down, while in the U S many people think it is too strong.

@GalaxyFur Год назад

That's because in Italy a cup of coffee consists of nothing but coffee grounds in a cup. 😂

@xaza8uhitra4 Год назад

literally nobody says it’s too strong . the main complaints are that it’s too bitter and burnt to absolute s*** .

@matthewmckenney2247 Год назад

Yeah i wouldnt say SB is too strong but just over roasted to hell. The coffee has lost all complexity and is just bitter.

@IamSnowbird Год назад

@@xaza8uhitra4 I have heard people say it's too bitter, it's burnt tasting and I've had people say to me it's too strong.

@GalaxyFur Год назад

@@matthewmckenney2247 Starbucks uses dark roast coffee. (Actually French Roast) It's supposed to have a bit of a over roasted taste since that is exactly what French roast coffee is. It's the darkest roast of coffee there is. You need to request either a medium, or a light roast to taste the way you expect it too.

@ShienChannel Год назад

You go there once in a year if you are italian or once in a travel if you are a tourist. Milan is one of the biggest cities in italy, know for luxury brands and fashion. They open a big store in an historical site, its like spending in adv. Its 2+2+2...

@wongxihan5806 Год назад

lol I recall CNBC made a similar topic with totally different conclusion two years ago, discussing abt the poor performance of starbucks due to its unique coffee culture

@mas4583 Год назад

That wasn’t Italy. U can only find one on Australia.

@wongxihan5806 Год назад

@@mas4583 they already took the Italian video down before uploading this one....i do know the Australia video,but i mean a different one, there's an video regarding Starbucks failure in Italy before

@righteousone1 Год назад

@@wongxihan5806 They shut down in 2011 and recently reopened.

@matthewdimasi2245 Год назад

Ironically, Starbucks failed in Australia due to the similarity of Australian and Italian/Greek coffee preferences. (Massive presence of Italian and Greek migrants in Australia.) Unlike in Australia however, Starbucks adapted and changed significantly to fit Italian preferences opposed to when they entered Australia and largely copied their American model.

@seanthe100 Год назад

That was specifically about Australia, and all the Australians were talking about how their Italian roots made them "superior" to Starbucks influence, but we see something different in Italy.

@justincase8795 Год назад

As today I literally never entered in a Starbucks in my life. I think it's related with a failed appointment I supposed to have with a girl in London who didn't show up. My bad..

@felipe591 Год назад

La mayor leccion de este video es que Starbucks hizo lo que benjamin franklin hizo para conquistar a los europeos. 1. Se adapto a su cultura (hizo su tienda con materiales locales, el menu lo asesoro un local, igual que el cafe) buscaron la excelencia como pilar fundamental. 2. sintio un profundo respeto por ellos (evitando usar el ego de soy americano y mejor que ustedes, aceptando la inpiracion del pueblo italiano tras la creacion de la marca)

@sugarkane2 Год назад

Big overstatement. There are 11 Starbucks in Italy (in total!), and 6 of them are in Milano.

@cette_cacophonie 3 месяца назад

If I'm a tourist in Italy I would never go to Starbucks

@thetemptedvida8650 Год назад

Dear CNBC, if you really want to understand if a foreign chain really made it in Italy then you have to investigate in Southern Italy and Central Italy (except for Rome and Florence) which are not the economic and financial hubs of the country and basically inhabited by Italians only with a lesser influx of tourists. It's too easy opening in big cities with lots of foreigners or in the airports. McDonald's and Burger King really made it, because you can find their joints everywhere in the country (specially McDonald's). That's because they offer a product that wasn't existing before

@bonjovi7120 День назад

Not sure where you get your “facts” but it is hilarious😂😂😂

@danirey425 Год назад

Starbucks coffee is not the kind you drink to enjoy, it's your morning caffeine rush

@ugaritfarhan4511 Год назад

and dont forget hearts' bps'

@slmille4 Год назад

Apparently Starbucks is capable of raising the bar where it matters, maybe they could bring some of that quality back to all the McStarbucks here in the US.

@ahmedashraf1485 Год назад

This reminds me not to drink in Starbucks when I go to Italy … I would rather live the local experience, but still nice to visit that Milan branch

@sak_5 Год назад

It’s like when Taco Bell tried Mexico. They didn’t succeed. We rather eat at a random taco stand on the street than Taco Bell.

@righteousone1 Год назад

I can't even get starbucks to give me a cold bottled water. I literally live a walking distance to a starbucks and avoid going to it because they keep failing at making my drink right.

@ChickensAndGardening Год назад

I posted my sob story above, of waiting for a drink for 15 minutes because the baristas were too lazy to call my name or...something...never figured that one out. I won't ever go to a Starbucks. A few of the other chains are okay but the Starbucks woke politics turned me off so much. Their CEO told me and millions of other customers that we're racists. Fine, I'll take my money elsewhere.

@panginu8800 Год назад

@@ChickensAndGardening Dawg is it that hard to check the drinks for yours

@ChickensAndGardening Год назад

@@panginu8800 I mean sure maybe it's the customer's responsibility to magically know when their drink is ready but can't the employees let you know when your order is ready, just like millions of other take-out places would do? But it wasn't even so much that, as the lackadaisical attitude of the employees "it's been sitting there a while" as though they thought that was funny.

@genxx2724 Год назад

I live near two of them. On the rare occasion I go, I regret it. They took away the outdoor tables where homeless people sat for years, for “safety” reasons.. I guess wokeness finally bit them in the rear.

@Ouchthathurt843 Год назад

@@ChickensAndGardening As a previous Starbucks employee, we called out your name, you probably didn’t hear us, or weren’t paying attention. Maybe the employees there were lazy I don’t know, but it was probably an honest mistake because often times people aren’t paying attention or didn’t hear us, once we set your drink down we’re too busy making drinks and taking orders to check every 5 minutes. Most customers hover near where the pick up area is and check if there name is there, because that’s common sense anyway. If your drink is melted or cold we always remake it before making a new drink, your remake would take priority to get you on your way. I worked with great people, who did their job the best we can, so maybe your Starbucks has a bunch of teens or something.

@Asad-mf1iz Год назад

As a foreighner living in Italy can say that I do not need Starbucks at all!

@udaygupta8203 Год назад

The video does not do much justice to the title. It's barely addressed how the brand succeeded. Rather than just a few interviews sprinkled in

@milliemouse6525 Год назад

1.30€ for a cappuccino??? Quick tell me where 🤔! I can tell you for sure, it sure ain't in Italy! AND if you can find it, it definitely won't be in Milan! If you're going to do a story, do the research and get it!

@Willy.Tanner Год назад

Being Italian myself, I get that outsiders do not appreciate our way of making coffee, that's just "a sip". But my fellow Italians are easily influenced by "la moda" unfortunately, especially when coming from the US.

@robertofernandez7773 Год назад

Italians. God bless them!!! Lol

@Pidgey95 Год назад

But you should mention that Starbucks is located in just a bunch of famous cities so it's the foreigners who keep it afloat. McDonald's, for example, has a capillary distribution and is extremely successful

@Gabriel-pt6tq Год назад

Italians don't drink what Americans consider coffee, they mostly drink what Americans call espresso and in 3 seconds that one little sip is gone. I don't understand, can an Italian explain to me how consuming a tiny little 1 oz beverage is enjoyable?

@efeddwdw9782 Год назад

Italians don't like to enjoy anything besides a cig and lung cancer.

@genxx2724 Год назад

Maybe they just want the caffeine buzz. I can’t imagine alternately buzzing and crashing all day like many people do from caffeine, sugar, or both.

@jordanabendroth6458 Год назад

Imagine believing Starbucks coffee actually tastes good

@Jonteponte71 Год назад

Starbucks basically failed in another huge coffee-country, Sweden. They got here too late, and when they finally got here, the local coffee-chain "Espresso House" had already taken most of the market. And they are at least as good but cheaper than Starbucks. Now, the only place Starbucks seem to thrive is at a chain of gas stations (!) where it definitely is the best coffee you can get out of a machine. I usually stop there when I am traveling by car :)

@ktcalle1740 Год назад

And we also have a lot of small places that are not part of any chain.

@Jonteponte71 Год назад

@@ktcalle1740 Yep. Which we had before the big chains as well. Still relatively thriving though. Which is interesting....

@larrybuchannan186 Год назад

@@Jonteponte71 Italy couldn't even create a single tech company on the Internet while US created loads of companies In the top 10 tech companies of the world, USA has 5 while Italy has zero The score is 5-0 in favor of USA Italy is nomatch to USA at technological innovations Italy is nomatch to USA at cultural influence or economic influence either

@TheMolabola Год назад

@@larrybuchannan186 What are you on about?

@revtane9 Год назад

tried a lot of coffee shops, starbucks coffee is not the best, but their market is more on the experience and the ambiance. Other coffees are way better imo