Will Starbucks ruin coffee in Italy? | The Tylt

Will Starbucks ruin coffee in Italy?

There is indeed a land where ordering a latte in the afternoon is quite strange. And ordering your coffee over ice? Forget it. Notorious for its rituals and rules, Italian coffee culture remains sacred—until now. This September, the ultimate American coffee juggernaut lands in Milan, and the world’s ‘most beautiful’ Starbucks will officially open its doors for business. Some worry the chain will taint centuries of tradition. What do you think? 

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Will Starbucks ruin coffee in Italy?
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Italian coffee culture actually served as the impetus for the Starbucks everyone knows today. According to ABC News, a 1983 visit to Milan inspired Starbucks founder, Howard Schultz, to recreate the notorious Italian café atmosphere around the world.

In Starbucks’ 2016 press release announcing its Milan location, Schultz points out:

Starbucks history is directly linked to the way the Italians created and executed the perfect shot of espresso...Now we’re going to try, with great humility and respect, to share what we’ve been doing and what we’ve learned through our first retail presence in Italy. 

It seems clear the company reveres the coffee culture it is rooted in. 

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But despite these origins, Starbucks veered away from traditional Italian coffee long ago. Eataly breaks down true Italian traditions, which may sound somewhat strange to Starbucks aficionados: 

The day is defined by coffee rituals: a cappuccino with breakfast, a caffè macchiato – or two – as an afternoon pick-me-up, and espresso after dinner. And like any culture, that of Italian coffee comes with seemingly mysterious laws. Order a latte, and you’ll receive a glass of milk (which is exactly what you ordered). Ask for a to-go cup or order a cappuccino after 11 a.m., and risk an instant tourist label.
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Whether or not Italians will take to the new Starbucks remains to be seen, but the Twitter voices seem to be rising in its favor: 

#PureItalianCoffee

Plus, Italian purist or not, apparently there’s more than one reason to skip the Milan Starbucks location: 

FINAL RESULTS
Culture
Will Starbucks ruin coffee in Italy?
A festive crown for the winner
#PureItalianCoffee
#StarbucksInItaly