business / news / / Times of India
A single espresso in Milan changed the way Americans drink coffee forever.
Howard Schultz's 1983 Milan visit inspired Starbucks's transformation into a coffeehouse experience.
KEY POINTS
- 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
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