Bold Move: Starbucks Opening Cafe In Milan

 

Starbucks is really going for it this time. Tomorrow (Friday) the coffee giant opens their Reserve Roastery, "an immersive, theatrical space"--or damn near an espresso museum if you ask me--in Milan, Italy. They've got their work cut out for them as Milan is birthplace of espresso and if you ask any Italian who knows anything about coffee culture, they'll tell you Starbucks doesn't know anything about coffee. The roastery is taking the approach of honoring the city with a new coffee drinking experience. Atmosphere seems to be their main approach. There's also a cocktail bar too if it doesn't work out. 

 
Erik Zachary

Erik Zachary

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