# A single espresso in Milan changed the way Americans drink coffee forever.

*business · news · 2026-05-02 · Times of India*

## Key points

- Howard Schultz's 1983 Milan visit inspired Starbucks's transformation into a coffeehouse experience.
- Starbucks adopted only selected aspects of Italian espresso culture to appeal to American consumers.
- Schultz emphasized creating a cozy, inviting space rather than just selling coffee as a beverage.
- Starbucks delayed opening in Italy until 2018, acknowledging Italy's strong espresso culture influence.

**Companies:** Starbucks
**Countries:** United States, Italy

[Read the full story on Times of India](https://timesofindia.indiatimes.com/life-style/spotlight/in-1983-howard-schultzs-one-travel-moment-in-italy-inspired-starbucks-global-coffee-culture/articleshow/130710496.cms)

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