How Starbucks Beat The Odds In Italy

[@gregorio5543]

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]

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

[@nicoladc89]

La caffetteria Starbucks a Milano fa solo debiti.

[@Rollinjoint]

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

[@LeekyKale]

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

[@3ingredientrecipe]

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.

[@truthteller4442]

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]

Italy isn’t the tourist capital of the world.

[@j.j7380]

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

[@bascal133]

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]

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

[@Lamiishere]

Cringe af

[@hugoaraujo5973]

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]

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

[@Daughterofminerva]

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]

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

[@phamtrung8507]

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]

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]

You’re old. Younger people clearly prefer it

[@NicolaArisi]

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]

@@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]

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]

Where y'all got the watered down thing from?

[@daniby9894]

@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]

Thanks for your opinion, I needed it.

[@larrybuchannan186]

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]

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.

[@NathanBaessi]

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

[@opalyankaBG]

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]

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

[@Wandertheworldwithme]

Yes! And authentic ☕️

[@FinancialShinanigan]

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

[@edoardoaprea8186]

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

[@Viv8ldi]

Baby, dont compare a walmart bag with Gucci

[@thomassavage737]

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

[@kennywong544]

And the text were what

[@larrybuchannan186]

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

[@D_Marrenalv]

@@larrybuchannan186 lol

[@larrybuchannan186]

@@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]

@@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.

[@mackpines]

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

[@thevannmann]

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

[@ehmzed]

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

[@michaelprovence]

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

[@righteousone1]

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

[@ChickensAndGardening]

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

[@genxx2724]

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]

Can’t be that bad they make me money

[@rodrigomeza282]

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.

[@flamurtarinegjakyt3745]

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]

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]

@@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]

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

[@flamurtarinegjakyt3745]

@@GSRL03 quando è stato aperto?

[@AlexDiabMusic]

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]

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.

[@yuriydee]

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.

[@theactivistguy7770]

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

[@efeddwdw9782]

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

[@theactivistguy7770]

@@efeddwdw9782 Italian pizza is better then dominos too.

[@jliang70]

@@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.

[@psp785]

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

[@righteousone1]

Why would anyone unless it's out of ignorance.

[@excalibro8365]

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

[@francescoarcangeloni1485]

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 ❤️

[@albertodecaro38]

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]

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

[@extrastout1741]

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]

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]

@@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]

@@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

[@peanutcoco9683]

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

[@RudieObias]

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

[@GB-ko8cv]

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

[@francescos7361]

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

[@deeppointturkiye2666]

Inexpensive food 😮?????

[@branc2658]

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.

[@louisbourbon8973]

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]

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

[@lg206]

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]

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]

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]

@@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.

[@suryanshbisen3414]

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

[@tanner293]

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

[@bluenightsky]

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]

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]

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

[@D_Marrenalv]

@@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]

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

[@MrGordoGekko]

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?

[@Richard1H65S]

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

[@Mak095]

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

[@terhgasabeha9552]

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

[@MauroRincon]

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]

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]

@@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.

[@xtasy6807]

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

[@paulblichmann2791]

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]

😂

[@lokiwhacker]

Wasn't in NYC

[@Rollinjoint]

so true

[@SerpkoBakotiinii]

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

[@righteousone1]

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

[@deggho5877]

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

[@samuelcoeli5937]

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]

@@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.

[@elainelindsey1306]

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]

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]

Nice! Where are you from?

[@seanthe100]

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

[@elainelindsey1306]

@@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]

@@ForceRandomer south africa 🇿🇦

[@daniby9894]

🤣🤣🤣🤣🤣🤣🤣🤣🤣🤣 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!

[@Chengmaster]

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.

[@TestingTesting-tl7pz]

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.

[@Unan1m0us]

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

[@cezinfante4928]

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]

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]

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.

[@the.astralab]

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

[@Ramshor_sampang]

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

[@mazibukomail]

Starbucks failed spectacularly in South Africa.

[@francescos7361]

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

[@younghan3573]

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]

I hate them honestly It s not a respect

[@DemisG.]

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.

[@jecko980]

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

[@fredjackson3264]

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]

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]

@@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]

@@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]

@@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]

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

[@bbalila]

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.

[@indigoinarritu6096]

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.

[@EllDavis]

Overpriced Coffee. Regular Customers there must be idiots.

[@francescos7361]

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

[@francy3643]

im italian and i never seen starbucks here lmao

[@ehmzed]

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

[@akashgarg9776]

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]

what culture?

[@larrybuchannan186]

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

[@larrybuchannan186]

@@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]

@@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]

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

[@IamSnowbird]

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

[@GalaxyFur]

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

[@xaza8uhitra4]

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

[@matthewmckenney2247]

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]

@@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]

@@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.

[@Serenity27]

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

[@juanvsreviews]

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

[@mystery_murmurs]

I need to visit Italy someday

[@martinoignisci7300]

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]

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.

[@susiecrawfish5363]

They have not “won over “ anyone here. We have the best coffee in the world at 1/3 the price.

[@terminatorfluffywooo]

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]

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]

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.

[@konigschwarz2565]

Starbucks coffee is disgusting. The only one that’s drinkable is the “blonde.” Even then, it’s too expensive for mediocre coffee or sugary drinks.

[@sugarkane2]

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

[@anthonycurzi7521]

Great reporting!

[@reanozeon9459]

0:01 Starbucks : I loved it !

[@wongxihan5806]

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]

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

[@wongxihan5806]

@@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]

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

[@ominousnahkriin]

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]

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.

[@thetemptedvida8650]

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

[@boeingpameesha9550]

Good to know!

[@enricotran3068]

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.

[@freedom3040]

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.

[@jalalfouani]

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).

[@slmille4]

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.

[@silverchairsg]

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.

[@vanesslifeygo]

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

[@deskubrir]

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.

[@lisam.4686]

It's not fair that Starbucks makes a lot of money in the US and yet the Starbuck stores in the US looks like sh.t while the Starbucks in Milan looks so beautiful. From the customer standpoint, I feel insulted. Starbucks must think that the customers in the US don't know how to appreciate beauty.

[@jessbellis9510]

US Starbucks customers definitely don't know what good coffee is.

[@jonomozzy2169]

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

[@SevenDeMagnus]

Cool and Italy is coffee. God bless coffee.

[@Pidgey95]

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

[@danirey425]

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

[@ugaritfarhan4511]

and dont forget hearts' bps'

[@lucad3869]

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!! 🇮🇹

[@Willy.Tanner]

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.

[@karth33k]

Italy is a beautiful country

[@francescos7361]

Thanks but they don t respect Finlands and Scandinavian are the best to me for challenging China and best universities in USA.

[@EmilioBove]

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

[@jordanabendroth6458]

Imagine believing Starbucks coffee actually tastes good

[@udaygupta8203]

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

[@GuRReN1495]

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

[@polythewicked]

It would win me over, too, if they had those desserts and pastries in the US.

[@user-zh2cm4ur4n]

I avoid Starbucks like plague when I was in Italy. Their espresso is just burnt.

[@francescos7361]

I don t like this local here honestly I love pur universities and researches over them.I don t likes them

[@larrybuchannan186]

@@francescos7361 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

[@larrybuchannan186]

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

[@francescos7361]

@@larrybuchannan186 Good for them , surely.

[@larrybuchannan186]

@@francescos7361 Cultural influence - We beat you by a mile Technological influence - We beat you by a mile Economic influence - We beat you by a mile Italy is nomatch to us Get over yourself.

[@revtane9]

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

[@Jonteponte71]

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]

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

[@Jonteponte71]

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

[@larrybuchannan186]

@@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]

@@larrybuchannan186 What are you on about?

[@gunsofaugust1971]

Good article.

[@baronvonjo1929]

I don't drink coffee much but I don't understand the hate towards Starbucks. If the coffee is good or not can really very justnlike any coffee shop. If you know a specific location well enough you can keep going. I have a Starbucks on my store and all the workers left. They worked for the store not Starbucks. And the coffee took a nose dive when their replacements came in So many variables that I wouldn't say it's the company's coffee that is the issue.

[@lifeisbeautiful7452]

Subpar coffee and adding tons of waste to the world in cups, packaging, etc. Quick coffee unlike sit down cafes has changed coffee culture.

[@jessbellis9510]

You clearly didn't grow up in a country with a decent coffee/cafe culture. It's not like any other coffee shop in Australia because we have thousands of locally owned cafes which serve high quality coffee and food, for less than what Starbucks charges. As a society we also prefer to support local and small businesses over any chain. Each cafe has a fully trained barista who actually knows what they're doing and generally knows the locals. They failed here because they have over-priced, sugary dishwater instead of actual decent coffee.

[@Gabriel-pt6tq]

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]

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

[@genxx2724]

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.

[@SolutionsSolved]

Now talk about how they messed up Australia

[@DG-hw8it]

City councils around Europe forcing Fastfood to close locations....😥

[@larrybuchannan186]

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

[@welcome33333]

Try any traditional Italian coffee place and you will get coffee FAR superior to Starbucks. Coffee lovers do not go to Starbucks whether in Italy or elsewhere.

[@abc-cl3rb]

everybody knows that its good lol. i only buy starbucks when i want the same mediocre quality over and over and dont want to gamble it with a local shop i dont know if i will like it.