Italian General Manager: “Continued investment in Rome”
New store in shopping district following shopping mall, plaza, and station
Local CEO “Respect for tradition… “It will be a meeting place for residents.”
Starbucks, an American global coffee chain, continues its expansion in Italy, a country with strong pride in its coffee, and has opened a new store in a downtown area near the Vatican.
According to Italy’s Adcronos news agency and English monthly magazine Wanted in Rome on the 22nd (local time), Starbucks opened a new branch on the 23rd in Cola di Rienzo, a shopping street near the Vatican. This store is the fourth store opened in Rome.
Prior to this, after opening Rome’s first Starbucks store at the Castel Romano shopping mall last year, new stores were also opened this year at Piazza Montecitorio in front of the Italian House of Representatives and at Termini Train Station in central Rome.
Percassi, Starbucks’ Italian licensing partner, said the new store will be 200 square meters in size and seat about 60 people.
“Percassi and Starbucks are continuously investing in Rome,” said Vincenzo Catrambon, general manager of Starbucks Italy. “This is not the last opening of the year, and surprises await us.”
When opening a new store right in front of Piazza Montecitorio last May, General Manager Catrambon said, “Italy is not an easy country to access because the coffee culture is very deep-rooted, but seeing how consumers experience Starbucks stores, we were excited about opening a store in Rome. “Expectations have increased,” he said.
Matteo Morandi, CEO of Starbucks Italy, said, “Since 2018, Starbucks has proposed a vision for coffee in Italy and has always respected Italy’s centuries-old coffee tradition. Our goal is to “It will provide the best experience to Italian customers and become a welcoming meeting place not only for the tourists who visit Rome every day, but also for the residents.”
Starbucks recently celebrated its 5th anniversary in Italy after entering Milan’s Piazza Cordusio in 2018, and has opened a number of new stores throughout Italy over the past year. Also, last February, Italy was selected as the launch country for ‘Oleato’, a coffee drink containing olive oil, attracting attention.
Source: Donga
Mark Jones is a world traveler and journalist for News Rebeat. With a curious mind and a love of adventure, Mark brings a unique perspective to the latest global events and provides in-depth and thought-provoking coverage of the world at large.