Tag Archives: coffee

Drinking With the Enemy – Could Starbucks Make it in Italy?

Beware of Yanks Bearing Pastries (and Free Wi-fi)

Emily loves Starbucks, which is not easy for her because we live in a country without a single Starbucks: Italy.  She was 11 when she first tried a Mocha Frappuccino.  We were at the Louvre in Paris resting between visiting exhibits and the line was short so I grabbed their largest size, a Venti, and we passed it around the whole family.  It didnt seem like I was acting against my love of Italian coffee, because I wasn’t thinking of it as a coffee drink at all.  It was a light dessert drink (light because there were four of us).

Emily in Geneva (Starbucks?)

Starbucks has since become one of her minor fixations – and she forced us to take her to one in both Chicago and Geneva. Like many adolescent Italians she has her favorite bits of american popular culture and where in the 80s and 90’s she might have chosen Levi’s and McDonalds, she likes Abercombie & Fitch and Starbucks.

She was therefore quite let down when she found out that the advertising poster announcing the imminent arrival of a Starbucks store last week in Milan was just a prank by a design student (who, by his youtube video, seems to really want a Starbucks to come to Italy).  Thousands of Italians and Italy-lovers fell for the provocation, and virtually no-one had a mild opinion on it. What was also striking that a store that does not even exist in Italy is so well known – even hated or loved – here.

Emily in Chicago (Starbucks?)

Although Starbucks is inspired by Italian coffee culture, it is in essence an American model – from the sizes of the drinks to the recognizability of their stores throughout the world. Entering into one of their stores is however an experience light years away from what would happen most coffee joints in Rome or Milan.  The Italian relationship with coffee is different as defenders of true espressos and cappuccinos claim very different, and it has nothing to do with drinking out of disposable cups.  Most of it boils down to image and price.

But all need not be lost for the Seattle-based chain. If they do decide one day to break into Italy the price of failure for a company that says it draws inspiration from Italy would be high.  It can be done, if the corporation is willing to turn its business model on its head.

Sofia in Chicago (Starbucks?)

Three reasons why Starbucks would fail in Italy with its current model and two ways it could succeed.

Why it could fail: 

1) Cost. Not that Italians are cheap. At home or abroad they will go out of their well to spend a fortune on quality food and drink, especially if it familiar to them. But staple foods – pasta, olive oil, bread, coffee, and others are a more delicate matter. They will pay for high quality pasta made from the perfect mix of grains that is cut with bronze-edged tools and then slowly dried in the cool micro-climes found in the mountains in Abruzzo (De Cecco and others) or in the rising lands near Vesuvius, the volcano overlooking Naples that destroyed Pompei (Gragnano), but the everyday pasta found on every corner store also has to be excellent AND affordable. It’s the same with espresso and other traditional italian ways of drinking coffee – they will pay for the right mix of caffè bar real estate and selected beans, but even in the best parts of Rome an excellent espresso will rarely go over 1,10 a shot at the bar.

2) Size.  At most java shops in the US, not just at Starbucks, the small espressos are too big and watered out.  Of course it you are paying three to five times as much as they are used to back on the Boot, the temptation to get a lot bang for your buck is strong for Italians too.  Most Europeans, however, don’t binge their favorite poison.  (A glass of wine or a beer with lunch on a workday is still considered as normal as drinking water).

3) Simplicity.  Drinking coffee is an essential experience, a simple excuse for a break in the day to recharge both physically and mentally, either through a moment alone, or a quick pause to shoot the breeze with a friend or coworker. Not that there are not choices –  ceramic or glass, sweetened naturally, synthetically or bitter, a touch or milk, etc. – and they can speak volumes about a person.

I had a colleague who’s order – an caffè d’orzo (not really coffee but a roast barley coffee substitute), a small shot in a large cup with extra hot water, warm milk and unrefined sugar on the side… i would get a black unsweetened espresso (“caffé normale”) just to realign the heavens

It’s also usually a short experience (it’s called “espresso” for a reason), unless it’s one of those rare moments when you sit down and hang out with a friend for a while.  Coffee in Italy is simple and elegant, if not sweet.

Christmas edition cup

They could succeed by playing to their strengths:  the desserts and the ambiance.

1) Desserts.   Last time I was with Emily & Sofia in a Starbucks not far from Watertower place in Chicago I chatted with the barista (it was an off-peak hour on an August Saturday.  He confirmed my suspicion that most Italians that came through stayed away from  espresso, cappuccino, and their Starbucks derivatives.  They preferred normal brew coffee if caffeine was their goal. But the loved the pastries (muffins, banana-bread, cookies, scones) and sweeter milk-based concoctions (“Frappuccinos” and their ilk). The solution could be to turn the menu and the marketing upside down. Starbucks in Italy would be an up-market pastry-shop and gelateria that also sold international sandwiches and salads and milkshake-like drinks with coffee, if you really insist, to go with it.

2) Ambiance & comfort.  Although coffee is quick-fire experience, it is one of the few things they like doing in a hurry (driving is the other).  And despite their love for hanging out with friends and strangers there are surprisingly few places that offer a calm, relaxing environment with couches, free wi-fi, and big windows to the street in front of you.  And it goes well beyond hanging out and snacking. Just like the places where Starbucks is strong a working people are always on the lookout for good place to wait between business meetings or eve to hold them, and too many bars in Italy are just not comfortable enought.

Or cool.

For those of you reading this on Facebook or elsewhere, it was first published on carbonara.wordpress.com

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Zaffè, when impure coffee is purely satisfying.

Saffron Seduction III – Coffee Consciousness VI

I usually like my coffee black, be it a good American brew or Italian espresso. I understand the appeal of massively large thermal cups with some sort of warm concoction with coffee hidden away somewhere, but it’s hard for me to really consider it coffee. For me it’s coffee like coffee cake is coffee. Something related and even enjoyable, but not the same.

I do make exceptions when a spice or some other flavoring that sparked colonial expansion, pirates, or just very long journeys on camels or wooden sailing ships. Chocolate, cinnamon, nutmeg and similar concoctions are permitted, because they are part of the same tradition.
There is one spice that still commands the same astronomical prices per gram as it did at the height of the spice rush that sent Christopher Columbus sailing. Saffron. Real saffron, especially that from places like the Navelli high plain just outside L’Aquila, is quoted at over 2500 a kilo this year (about 4000$ a kilo. That’s about 25 euros (40$) per paper clip in weight. Fortunately, you don’t need that much of the little red threads to taste it. And, unlike other costly products from flowers, it’s safe and legal.

San Pio delle Camere is the largest town in the saffron-growing plains around Navelli. It has a real supermarket, a large hardware store, a florist, a bar that serves pizza by the slice and many other amenities that the medieval hill towns surrounding it lack. When the extended family is in town for the holidays, it’s where we go for supplies.

I was on a supply run, when the pangs of espresso abstinence started creeping over me. So, as soon as my daughter and I had finished loading the groceries into the car, we hopped over to the bar.

Zaffè! in San Pio delle Camere, Abruzzo

It was one of those moments when I wanted something more than just an espresso pick me up, but smaller than a cappuccino and different than a veneziano, so I asked for suggestions. “That’s easy, the barista replied, a zaffè”

I didn’t watch the entire process, but it’s basically an espresso with cappuccino foam and, somehow, a noticeably but not overpowering flavor of real saffron. I peaked over the barista’s shoulder as she plucked a red strand of Navelli saffron from a little jar and positioned it on its foamy bed. The look of the zaffè” was inspired by Fontana or Mirò and the flavor was also a bit artsy – fun from time to time, but not the way I want my daily coffee. Perfect for when I want something special.

For those of you reading this on Facebook or elsewhere, it was first published on carbonara.wordpress.com

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Saffron on FoodistaSaffron

Espresso on FoodistaEspresso

Italian Coffee on FoodistaItalian Coffee

Don’t forget the chocolate…

Had another Terra e Vento today…forgot one other ingredient…just a touch of liquid chocolate at the botton of the glass. Just a touch. It’s the Earth to the cinnamon wind…the espresso is the world between

mea culpa

Joshua

………….

Earth and Wind

Today the words “terra e vento” were printed across the chalkboard in my favorite Saturday afternoon bar, just above the names of the CDs that were playing.
“Terra e vento?” I asked the barista as I studied over the pastries.
Espresso with cinnamon. She replied. A bunch of Germans came through last week and they all ordered it. Terra e vento, (earth and wind) was their translation.
There was just a light sprinkle of cinnamon, barely enough to affect the taste of espresso in my little glass cup, but then taste wasn’t the point. It was aroma. The weather was brisk and windy, so a touch of cinnamon became the aroma that ran ahead of the coffee, awakening both senses before the coffee touched my tongue.
A newspaper later I remembered I still hadn’t had my second Saturday morning breakfast. A pane e cioccolato roll and a cappuccino, with a sprinkle of cinnamon on top.
Again the aroma raced ahead….
Neve e vento? Wind and snow?

Earth and Wind

(Cinnamon Fall)

Coffee Consciousness II

Today the words “terra e vento” were printed across the chalkboard in my favorite Saturday afternoon bar, just above the names of the CDs that were playing.
“Terra e vento?” I asked the barista as I studied over the pastries.
Espresso with cinnamon. She replied. A bunch of Germans came through last week and they all ordered it. Terra e vento, (earth and wind) was their translation.
There was just a light sprinkle of cinnamon, barely enough to affect the taste of espresso in my little glass cup, but then taste wasn’t the point. It was aroma. The weather was brisk and windy, so a touch of cinnamon became the aroma that ran ahead of the coffee, awakening both senses before the coffee touched my tongue.
A newspaper later I remembered I still hadn’t had my second Saturday morning breakfast. A pane e cioccolato roll and a cappuccino, with a sprinkle of cinnamon on top.
Again the aroma raced ahead….
Neve e vento? Wind and snow?

Cinnamon on FoodistaCinnamon

Espresso Coffee on FoodistaEspresso Coffee