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The Starbucks' Italian SmackDown!

Gabriel Perez

Posted on September 7, 2018 17:58

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You've probably heard of the British Invasion back in the 1960s that dealt with the U.K. brand of rock-n-roll hitting the United States. Well now the tables have turned! Sort of. Instead of music, it's American coffee, and instead of us invading Britain, Starbucks is invading Italy, so it's kind of the same, but not really.

Did you know...there's a legend about how coffee was first discovered?

Well, legend has it that the discovery took place on an Ethiopian plateau, possibly during the 10th century.  

The legend states that it was an observant goat herder by the name of Kaldi who made the find.  He noticed his goats would show unusual amounts of energy after eating berries from a certain tree.  After consuming the berries, the goats would have trouble sleeping.

Kaldi let others know about his observations and they investigated.

The berries were collected and made into a powerful drink.

The drink produced amazing results, giving high energy to the person who drank it.

Soon after...Starbucks opened its doors.

Okay, so I might've skipped over centuries of details between these two events, but either way, I'm just glad progress was made. L.O.L.

Oh, and speaking of Starbucks opening its doors, the rumors appear to be true.  They have officially opened a Starbucks in Italy.  This is no small feat, and not something to be overlooked.  It takes a whole lot of chutzpah for an American coffee company to make a move like this.  There's a reason why this has never been done before.

After all, you don't see Folger's taking on Italy do you?  For them, the best part of waking up is not invading Italy.  This goes for Maxwell House as well.  They may be good to the last drop, but you don't see them going toe to toe with Italian espresso cafes in Italy who are filled with energetic and caffeinated Italians!  No, they're happy just keeping it simple.

Starbucks on the other hand is like Rocky Balboa!  Wait, maybe not.  He was the Italian Stallion, so maybe that's not a good comparison. 

Anyway, Italians were the inventors of Espresso so it takes some nerve to go into THEIR country and start selling a product they have perfected.  It's pretty well known that the invention of the espresso machine and the method that would lead to this type of coffee is attributed to Angelo Moriondo of Turin, Italy, who was granted a patent in 1884.

Imagine how surprised he would be to see a line of Italians wrapped around the building for American coffee!  He's probably turning over in his grave right now.  

Or, maybe not. 

It's true that with the opening of the first Starbucks in Italy there's quite a bit of fanfare going on.  They already have a large clientele who are ready to try out the new kid on the block.  Americans really aren't that different are we? 

I know personally that anytime a brand new restaurant opens in my neighborhood I'm always curious about it.  Like, who knows, maybe the food is good?  Maybe the atmosphere is nice?  Maybe they serve not only really good food, but also really good coffee?

Mmmm.... Coffee.  I love coffee, don't you?  It's a really great drug, er, I mean, drink.

I think the Italians are in for quite a treat.

    

Gabriel Perez

Posted on September 7, 2018 17:58

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