International coffee chain Starbucks has opened its first Roastery, with the new cafe situated in Milan where baristas handcraft a menu of more than 115 beverages across different brewing methods.
The world's first Starbucks Reserve Roastery has taken home in the historic Poste building in Piazza Cordusio, a 25,000-square-foot homage to the Italian espresso culture that inspired Howard Schultz to create the Starbucks experience 35 years ago. It's the first real foray by the chain into the artisan coffee market, one that continues to grow in force year on year.
The Roastery, home to seven Starbucks experts responsible for roasting beans sourced from more than 30 countries around the world, also features an affogato station - serving made to order liquid nitrogen ice cream to juxtapose the historic setting and feel to the operation.
At the coffee bar, hundreds of baristas are on hand to serve guests a hand-crafted menu of more than 115 beverages across multiple brewing methods: ModBar pour over, Chemex, coffee press, siphon, espresso, cold brew and Clover brewed coffee. It's a bold move by the household brand who are clearly keen to adapt with the changes in consumer habits globally and to adapt to ongoing trends and innovations in the industry.
At November's Trends Event, we will be welcoming Ian Cranna, Starbucks Siren Retail Marketing and Category, to the stage to share his thinking on the Roastery concept - a real insight into the brand's thoughts and intentions behind the bold new move in Milan. Find out more about the Trends Event here.