Inside Italy’s Only Starbucks
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- Опубликовано: 6 июн 2024
- The Milan Roastery is one of only five Starbucks Reserve Roasteries in the world, and it is the only roastery in Europe. It was labelled by the company itself as "the most beautiful Starbucks in the world."
The Milan Roastery is 25,000 square feet and is located in Piazza Cordusio, just minutes away from Milan’s main attraction, the Duomo. The roastery is in the centenary building Palazzo Broggi, which has been Milan’s stock exchange and the city’s main post office in its history."
The roasteries are the top diamond of our corporate company, general manager Giampaolo Grossi told INSIDER. "
The roastery: What is different, it is different because we have a roasting plant, so we totally roast fresh coffee, and we serve fresh coffee right away to our customers. We are so proud to serve our customers with reserve coffees, so, so unique. And we have coffee from everywhere in the world, 100% Arabica coffee that are mono origin, or sometimes we serve also blends of mono origins."
The Milan Roastery also plays a strategic role for Starbucks. The reserve coffee roasted here, in fact, is distributed to all Starbucks locations across Europe, the Middle East, and Africa.
There is a main bar with seven different coffee extractions, a scooping bar where guests can purchase freshly roasted coffee beans, delicious treats from iconic Milanese bakery Princi, a retail area, and on the mezzanine, the Arriviamo Bar is the place for signature cocktails infused with coffee. But don't worry, you can still get a taste of traditional Italian drinks like Aperol and Campari Spritz.
The main also bar features an affogato station that is exclusive to the Milan Roastery. Here, ice cream is hand-crafted, made-to-order, finished with liquid nitrogen, and served with a shot of espresso.All over the roastery are counters carved from marble sourced from Tuscany, flooring made by local artisans in the Palladiana style, and references to the city of Milan.
The Milan Roastery is also a celebration of the brand's history. The brand itself was born after Starbucks' former CEO Howard Schultz fell in love with espresso bars during a trip to Milan in 1983.
"The opening of the Milan Roastery is the story of Starbucks coming full circle," he said at the opening.
At this location, there's not just a few baristas, there's hundreds. And no, you will not find Frappuccinos on the menu, but instead, a truly unique selection of drinks to choose from.
"We have almost 115 different kind of beverages, but what is running the sale, what represents our tradition in terms of respect, is espresso, said Grossi. "So Italian people are so curious about espresso, and they would like to know how we serve espresso in Starbucks, and I can tell you that many Italian people fell in love with our espresso."
"At the same time, our espresso is the way how we can approach the Italian customer and deliver to them a different kind of experience. I had the opportunity to interact with some customers from Milan, or really, Milanese people, that used to come here, and in a Milanese accent they said: "El caferin l'é bon" so, this means in English, "This coffee's so good." It's joyful for us, at the same time, we are so proud to get this respect."
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Inside Italy’s Only Starbucks
hey lady that waved at the camera at the beginning
PowerMaster FTW okay me :)
👋🏻😅 0:27
I didn't even notice her until you pointed her out.
Sneak 100
There’s something inside us that makes us act that way when we see a camera isn’t there? 😂
That is why I'm in the comments lol
**Hipsters with mac books and airpods want to know your location**
I don't think they speak broke.
Foussiremix oh yeah yeah
@@foussi739 oh shit u right
Hahahahaha
oh no
Honestly this is the only Starbucks I would go to
The one in China looks awesome too.
-4 Subscribers with a hammer addiction
Same!
You should check the one in Bali.
Zen Yorkfield which one in China
their roastery in Seattle has a similar vibe, not quite as nice.
guys, only one thing about that glass of water... it's purpose isn't to get rid of the aftertaste of the coffee, instead in Italy it's used to "wash" the mouth before drinking the coffee, so you can enjoy the taste of the coffee with no influence of nothing because you have a clean mouth.
Sorry for the bad english
simohouston93 also known as a “palette cleanser”
simohouston93 your English is perfect ^^
yea very ignorant on her part to say that is a tradition when really it should been common sense to her that the water is to clean her filthy lying journalist mouth
dolphinpuke woah who crapped in your cornflakes
ronald lopez if people aren't aware of what you do in Italy does not mean he/she is not educated
Why does italy only have one starbucks? Cuz the starbucks coffee that we drink in the states they call dishwater
bagondreamer because it would only be successful in a city with heavy American influence. The south would call Starbucks sh*t!
So much better coffee all over Italy than Starbucks
There are actually about 4/5 Starbucks now (I'm nor sure whether they've already opened the one in Milan's biggest airport, but they are planning on doing that too), and they will open more stores.
Let's face it, we can't even compare Italian coffee and Starbucks coffee. There are some decent drinks at Starbucks but that's it. The thing Italians love about Starbucks is the concept: the idea of sitting in a bar, drinking cooffe and being able to work or chill is tempting, since in Italy in most bars you only drink your small cup of coffee and off you go
@@annythekettle7031 maybe as a place to relax and do stuff, but for coffee, bars are just better, and cheaper. I am skeptical starbucks will ever truly penetrate the market
@@gabrielenicoli5065 Yeah but you can't do that in normal bars. The environment is completely different
A coffee barista in Italy is like being a chemist.
Why
No it's not
@@jodaco3869 take a joke 🙄
Because you use liquid nitrogen?
Because it’s so complicated to get a perfect cup of coffee
Water is for cleansing your palate BEFORE you drink the coffee
K LMG I was a bit flabbergasted when she said it was to get rid of the aftertaste.
Frizzante makes it even better. Love Italy!
No actually its half before and half after
I’m Italian and I drink it after. Stop projecting your own opinions on others
The idea of using so much automatic tools to make product is grate and useful, helpful for all humanity. Thank you. Best wishes for your working team.
It's also the only Starbucks in the world that sells real coffee
Edit:Thanks for the likes.Glad I am not the only one who thinks so.😍
true
Starbucks sells pretty real coffee
@@adriankepler5254 real pretty* not pretty real.
Almost all of the starbucks in my country sell real coffee
@@OfficialCANVAS no, they're right, it's pretty real, not real pretty ( real pretty doesn't make much sense in the context of the sentence )
Italy has only one Starbucks because they dont need bad coffee.
That is a different Starbucks there isn’t sugary and watery Frappuccino
Coz they learnt from australia that clients have brain, they drink quality coffee not garbage, even in my country starbucks are usually empty
SourCream Vids people waited over 6 hours to try it
moroccanevil people in Australia say Starbucks is “shit” but literally every time I go to Starbucks in Sydney I’m waiting 10-20 minutes because the lines are huge, numbers don’t lie.
When I find myself in Milan I will go there it seems very nice
I admire how much research Starbucks has done for profitable business in Italy..🙊
Im italian and Cafe is shit
Gegio Zani Nobody force you to drink it... 😎
@@raffaeleirlanda6966 but it is shit, it's not the true coffe
I don' t think is profitable. Considering how much they spent, the high rent. It's a flagship location. That means they don't care To lose money because is considered important for the brand.
로미언니RomiUnnie I assume it's because of the fact that the person who started the franchise in Italy is actually an Italian who knows the norms of serving coffee to the locals
So... basically, America gets garbage sugar, over processed, over priced Starbucks like all our other chains and Italy get quality.
No offense to Americans, but in Italy there are independent bars at every street corner that serve really good quality coffee. If Starbucks tried to sell their usual products in Italy nobody would buy them after the first taste.
Not that I see them being very successful anyway - their prices are stupidly expensive, while coffee bars strike a great balance between quality and price.
This is the only option for making us italians to go to starbucks, we are used to drink good espresso for € 1,00 so it would not make sense to spend more. I think people go there cause it's a very nice shop or sometimes to taste a particular blend of coffee but not on a daily basis, it doesn't make sense to pay an espresso € 1,80 when you can buy it for € 1,00 at every corner. You also have to consider that our habit is to drink espresso standing at the bar so the starbucks style is very far from us, I think they made this shop mostly for tourists
@@krzysztofczajka6752 no. My friggin point is WE AMERICANS would appreciate quality as well. Were not ALL fat slobs that are satisfied with garbage.
Problem is that that's what the masses want in America. Everyone is so addicted to sugar, and so unwilling to pay more for better things.
you are absolutely right, they should apply the same rules even in America. I hope they do it👍🏻 Greetings from Italy ❤️
I love that Italians respect their own culture so much and live it so intensely!
Indeed!!!!!!!
who wants to go to starbucks when Italy has so many amazing coffee places to visit and enjoy.
I was thinking exactly that.... Milan has extremely elegant patisseries where one can enjoy wonderful pastries and all sorts of coffee. They are overpriced.... but so is Starbucks... they're actually more overpriced, but more authentic with a story which spans back at least 70 years
It's for the local millennials that watch too much celebrity garbage on social media and need to go with the stupid trends to feel superior. They fantasies about living in the states (based upon what they see on rich people accounts) but they can barely appreciate their home place, accusing Italy in general that it isn't enough open minded to accept fancy modern corporations.
Thank you for your opinion. Love this video. Best wishes. 100 likes.
@@Cristina-vb8dl well said.
The thingy I'm a millennial too, living in Italy. I'm saying this is a product for that part of millennials that have this unreal perception of the USA. And it's not just Starbucks
Maybe it's also the only Starbucks in the world with decent coffee
@MYSS KoKa ma ci sei stato? caffe costa 1,10€ e a livello qualitativo è molto meglio rispetto ai centinaia di "bar sport" che si sono a Milano che servono espresso orribile. Starbucks a Milano non è niente in confronto al resto del mondo, hanno fatto un buon lavoro
@Emanuela Nac sei Italiano/a
They really have to step up their game on Italy, because Italian has class
Quit your BS, they have these in America too, Chicago, NYC and Seattle and some is Asia.
Still don't know any Italian who would go to that Starbucks more than one time just to visit it, I think most costumers are tourists
Agree
It's actually the opposite, you have to drink the water before the coffee to cleanse the palate, so you can taste and feel flavour and aroma.
Really? .. I just had my water after delicious home made coffee :)
no that's what the turks do because their coffee tastes like sh t
If every starbucks was like this starbucks, the world would be a better place.
@woollimy But it wouldn't taste like shit like normal Starbucks coffee does
Joel LeBlanc Americans accept poor quality so that’s what they get. Italians don’t.
ya sure no more poverty and wars...Have some decency.
Joel LeBlanc if every Starbucks would be looked like that one then every McDonald’s will be a Michelin 5 stars restaurant
then it wouldn’t be special to visit the roastery
Hey girl, you must drink water before the Espresso, not after !
Al sud si usa lasciarne un goccio per il dopo caffè.
generalmente sì, prima, per sciacquare altri sapori prima di gustare il caffè, dipende poi se vuoi tornare ad avere un po' di freschezza in bocca mantenendo comunque il sapore del caffè
I personally drink half of the glass of water before the coffee and the other half after it.
In realtà non c'è una regola precisa
Nooo sbagliato, prima l’acqua poi il caffè per via rettale
"Used to be an historical building" - not anymore apparently.
In Italy every building used to be an historical building, no kidding
Yes, not anymore, that's literally what she says. IT USED TO BE
@@Felix_D. That's quite sad. I love historical buildings and it breaks my heart to see the government does not care or big corporations/companies just wanna make an office or a store on it. Though i don't know how Italians take on this, do they get mad/sad/disappointed or it doesn't matter?
@@trishalavadia6141 A city is a living thing, it changes all the time. You have to do something with historical buildings, otherwise the whole city is empty.
@@Felix_D. hell my city has a medici building that now is an h&m
Italians do it better... what else can I say?
nothing. just shut up and listen lol
showed this to my nonna and she called it 'fast food espresso' 🙊 good luck Starbucks
I doubt your nonna was the target demographic lol.
@@Digital111 I am 24 and I have even a worst opinion
It’s so satisfying to see the milling of coffee beans and how the blades move the beans around! 😍😍
The only Starbucks who doesnt taste like any other Starbucks in any other world
"in any other world" lol wut
The quality that everyone deserves for the price but the quality only Italy gets.
_wheres the fairness_
Now that we've found out about this, Starbucks needs to up their game everywhere else.
the water is used before drink the coffee, just for clean your mouth from other flavour. an italian guy
*_Jordan Shclansky has joined the chat_*
Good reference.
A very proud Italian right here💪🏻❤️🇮🇹 I went there more than once, I live 30 minutes away from it :) it’s really beautiful and cozy, everyone should go there at least once ;)
thank you so much for making this video❤️
It hilarious how much they had to study and research just to be able to open a single Starbucks in Italy.
We Italians are very picky and love to preserve a certain standard of quality and taste
Sure
Great show and let me tell you you are really professional I like that👌🏻keep up great work 👍🏻
Actually, Starbucks has opened a couple of stores in Milan since the Roastery opening.
I would love to go there but I know that I would leave broke!
You will leave broke? I think I will go there broke😂😂
Yup,that's excessively overpriced for italian coffee standards. You could get tastier coffee in a random bar in Rome than at this Starbucks.
Cities like Milan in general are ridiculously expensive, so even a regular bar would leave you broke 😪
Omg they got pizza in that Starbucks?!
Pizza is everywhere here :)
And got gelato, and got cocktails, looks like a common central bar but bigger, fancier, and higher rent
Yup. Flat breads
@@matteomarchese8625 guess who's moving to Italy
Amazing!!! keep updating us,, thankss
The entire world needs the Italian Starbucks as well, why is it only in Italy?
Starbucks: I'm ruler in coffee world
Italian coffee shop: you have no power here
It's not called Starbucks nomore this is more like starmillions
Lmao!!! Everything in Italy is sooo grand and dramatic I love it soooo much
That is out of date now. There's another Starbucks in Milan, a 'traditional' Starbucks. People are still queuing to get in but I am sure no one really goes for sipping their coffee
Whaz do you mean by "traditional starbucks"? I am not Italian nor American, i just want to know your story better, thanks
@@Alfi447Taufik The first Starbucks opened in Milan (still being the largest Starbucks coffee shop in the city) is a compromise between a typical Italian coffee shop and and the standard Starbucks, as far as the range of coffee recipes is concerned. You can buy the usual unsavoury Starbucks brew as well as a good cup of true espresso. The very location is totally different from the ordinary Starbucks shops, as it is an elegant historical residence in the heart of the city. After that, some ordinary Starbucks popped up in the city.
Italy’s only Starbucks is the best in the world lol
Gladly in Bali, Indonesia has a Starbucks Reserve tho, and there was a biggest starbucks reserve in Asia
0:28 me when I’m at a party and I don’t know anyone!
Kennedy O’Day 😂
Great to see our BFM fitting flexible connectors being used in this roastery to keep all that precious coffee grounds nice & sealed!
I have been in this starbucks, and man.. It is indeed the most beautiful starbucks in the world. It took Starbucks such a long time to open a shop in Italy, and when they do, they open the first and only shop in Milan, and they made it the most beautiful starbucks in the world. Even though this starbucks is flooded by so many tourists and italians everyday (they even have a long queue for entering!), the staff limits the amount of people inside the roastery, the shop will not be overcrowded at all.
we actually have 4 Starbucks cafes now in Milan, including the roastery
This was very fascinating and I don’t even consume coffee (makes me feel very sluggish/lethargic). Interesting to see the different palettes of the world.
I visited this Starbucks in September and it really was incredible inside but a lot of the local Italians were a little upset because there’s cafes where you can get cheap coffee and it still be good but this will take away from those businesses with the over priced coffees and teas just because it’s the first Starbucks in Italy
I love Italy, everything is so delicate and fresh and of course, beautiful
Italy is one of the fanciest countries I've ever known im so lucky u was born there💕
Been there and it’s amazing beautiful atmosphere there inside and they serve delicious coffee ☕️. Love it
Holy shit. This is huge....
*prob the best Starbucks to ever exist*
Everyone know that Italy is known for their espresso there’s a lot of cafés there and I’m pretty sure the quality is beautiful that’s why Starbucks went all out, because they known American Starbucks can’t compite with Italian cafés
This Starbucks is STUNNING! 😍
Yeah anything from business platform model is crap
I live in Milan and I went there sometimes. The main problem is that they choose esthetics over functionality: it is difficult to understand where to order coffe (there are like 5 different desks) and there is no easly accessible menu to look at to see what you can oder. There are also a lot of different varieties of coffee you can choose from yet no place to easly look them up
That Starbucks in Italy 🇮🇹 is on my bucket list!!!...ps and Italy it’s self and other cool things to do there as the coffee looks so good!!!...❤️💯👏🏻😎😍👍🏼👌🏼😘🍀☝️💖💗💙🤩💜🥰💓☕️☕️☕️☕️
bruh thats not even starbucks, thats the starbucks of starbucks
I now only take my espresso with a shot of gelato. 😏😏😏
It’s not anymore though, we have about 3 other normal Starbucks in Milan which does frappuccino and other normal Starbucks drinks, there also is not too much people waiting outside in the normal ones instead of the Roastery which has A LOT of people in line to get a cappuccino, still I’m very happy to have e Reserve Roastery in my city
Now that's a coffee shop we need a few like this in Canada
Coffee overload!! Best coffee drink cappuccino the best in the world
The only, but is so breathtakingly beautiful in terms of architecture
5:58 hmm... funny in Portugal we don't like to get rid of the aftertaste. It makes the sensation of coffee last longer. I have been to italian cafe before and they also agreed. Usually I would drink water before to clear my mouth then enjoy the coffee.
2:59 she melted my heart already ❤️
in developed countries like US, Japan, Australia & Europe, Starbucks is considered shit since those areas have rich coffee cultures...artisan coffees are blooming in there...
but as someone living in a small city in a developing country, Starbucks is the only one where I can get an "okay" coffee if I'm out of beans to brew (or just want to have a cup outside my home)...coffee culture is still on its infancy in where I live
I'm not convinced. I'm not italian but I would rather go for authentic italian coffee culture experience.
I'm also not Italian but this seems pretty authentic to me. I mean they roast and grind their own beans in huges machine and everything. If I ever go to Milan I will go to a "local" "authentic" coffee shop but I'll also go to Starbucks.
Oh, boo hoo 😒 feeling snobbish today?
Yeah why go to Italy to experience the flashy low-quality food of American corporations who do not give a S*** about people's health?!
Gene Vieve bravo!🔝
@@zbridgjpxupzm but the point is that this isn't the 'flashy low-quality food of American corporations'. Princi is an Italian brand that Starbucks licensed for US use. Within Italy, the Princi is actually just a standard Italian bakery that isn't owned or directly controlled by Starbucks.
Truly outrageous !
I'm gonna put this one definitely in my bucketlist.😁😁😁
Sugar...
Spice...
And everything nice...
These ingredients were made to make the perfect vanilla fabicheno
It might be the the only Starbucks roastery in Europe. But in Europe we have a lot of different roasteries. Nestle, Illy and Lavazza (from Turin) to just name a few of the big players.
Liquid nitrogen ice cream with coffee at a "Starbucks." Gees, I want that here in America. Come on now, Starbucks!
This is a very nice video, but why is the background music a 1998 royalty-free track?
I got an starbucks ad before watching this
Someday i want to go to milan...milan looks wonderful though hehe 😂😉
The place is stunning. But if you want cheaper and better coffee (not just espresso but V60, aeropress, etc.) go to Pascucci.
oh that ice cream and expresso....so drooling i tell ya lol
I’m assuming that the prices of of the beverages on this menu is two times more expensive than the common Starbucks’
Not really. For instance a simple coffee is 1.80€ and a cappuccino il 4.80€
I WANT TO GO TO ITALY!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
I didn’t know Italians were so patriotic about their coffee(until I read the comments.) However I did go to Italy and I had coffee in Florence at some random spot and I was absolutely incredible. Best coffee I’ve ever had.
I was in Milan for a few months or so. But I didn't know that there is this amazing Starbucks. Maybe I come back to visit this Roastery
Once you drink italian coffee. You'll think starbucks is dishwater.
@@riccardoboi247 I have to put another thing on my to do list in my life
When I went to Italy the coffee was amazing but when I came back to america I had an iced coffee from starbucks and it made my stomach hurt lol
this is like the disneyland of starbucks or a food/wine theme park.
They should put this kind of effort in all of their stores.
Factory work looks amazing for people who work in ofice and does not make food. You are grate. I wish you best luck in your work. 100 likes for you team.
Apparently the guy that made starbucks was inspired by milan's coffe
Indeed.300%
Mellivora Capensis I think the inspiration is more towards the "expressness" aspect and the general quality of the italian coffee. Before starbucks were popular, coffee were just served using a coffeemaker out of an instant coffee, Starbucks normalize and popularize the use of the espresso machine. You might argue that the quality of the beans stinks, well that's because sbucks is a "chain" not a small "cafe" they need to have batches of coffee in an economical way.
@@Raditram The idea of going to a coffee shop wasn't even normal in American culture before Starbucks. Like it or not, independent coffee shops today would not be doing so well if Starbucks hadn't come first to make coffee shops part of everyday life.
Actually, Starbucks doesn't view those independents as competitors. They like to offer premium coffee (Reserve) at some stores so there's competition to a limited extent, but their intent is never to beat the independents. They do, however, want to beat the other big chains like Dunkin Donuts and McCafe.
As a Starbucks Reserve barista in London, I hate to break it to you, but there are literally four Starbucks stores in Milan itself.
I think they really wanted to say the only Roastery in Europe, but you know how paid PR goes - ONLY STARBUCKS will bring them more money per cup of whatever they are selling.
Damn, now I have another reason to go to Milan
I am never see the big roaster machine like in your video although I am coffee farmer. Thank you for share
yeah this is probably the only starbucks i'll go to. otherwise in the states, I much rather prefer stump town, blue bottle and other small local roasters.
Good to see they've learnt from their failure in Australia
Don't give people who love coffee, sugar liquid
I actually tried the gelato and coffee. (Even tho I’m not supposed to. Don’t worry I only had a bit) and it was really nice!
Big and crowded as it is, i can't see myself stopping there to keep studying like i've heard is a common thing outside Italy.
Roses are red
Violets are blue
I saw that woman waving so did you
it's NOT the only one there's another one in San Babila👍
Does the second one (SB2) make walking cups and Frappuccino? What's the sense of going at Milano SB1 and do not taste american real dishwash?
I mean if I want to taste Starbucks specialities for 3€, 3,50€, even 4,50, I must be capable to get a walky cup and enjoy an "american like" experience, not just sitting at table... 🤣
I love this idea of the starbucks shop „belissima"
This is a Wonderland!! 🤩🤩🤩
It's only 1 Starbucks bc Italy is just that good!
That one woman at the start who waves at the camera lmao
Are you certain that there are only 5 reserve cafes? I’ve been to at least 3 in Japan alone.
Starbucks uses Princi as their brand in Italy. They have bought this chain of coffee houses/patisserie and you can get their products there. They are all over Milan.
Small technicality: Starbucks licensed the Princi brand for the United States, so any Princi in a Reserve store or standalone Princi is owned by Starbucks in the United States. Princi stores in Italy is still owned separately from Starbucks, and the Princi in the Milan Roastery is owned and operated separately from Starbucks (though of course since they occupy the same space there are special negotiations).