's coffee, but not as Italians know it. While most coffee fans in Milan pay just one Euro to sip their espressos at the bar, two of the biggest names in Italian coffee are scaling up their offering with flagship cafes. The launch is coming ahead of Starbucks opening their first store in the country next year.
Lavazza opens its first flagship cafe in the coffee-obsessed city this week, while illycaffé has been in situ since May. Reuters' Francesca Landini says their timing is not necessarily coincidental.>> They say that they are opening flagship stores in the center of Milan because they want to show the customer that they can try their coffee, and an experience for the real Italian coffee.
The experts are saying that it's not a coincidence that Lavazza and illycaffe are opening new stores are very big and very elegant near the place where Starbucks will open its store next year.>> While the three new coffee houses are in direct competition with each other, they're not admitting it.
A Starbucks' spokesman saying they were happy to hear about new Lavazza's venture. Starbucks, which hails Milan as the home of the perfect espresso, is opening a Reserve Roastery outlet offering specialty blends and fine food late in 2018, rather than its typical coffee shop. Lavazza and illycaffe are best known for selling coffee through supermarkets and independent cafes, with their own stores in Milan acting as advertising for their brands.
But Starbucks hopes to open more than 200 outlets across Italy in the next six years. And that could change the face of Italian coffee drinking.>> Many others could decide to open coffee houses and young people could go there and so it would push the other traditional coffee makers to rethink their strategy.
>> And that might be enough to set the pulses of Milan's coffee drinkers racing.