ROME, Italy – In partnership with Percassi, its exclusive Italian licensee partner, Starbucks ha recently opened a store in Piazza Montecitorio – in the historic and political heart of Rome. This will be Starbucks 25th store in Italy, part of a broader expansion plan to bring the unique Starbucks Experience to even more Italian customers.
Since entering the Italian market in 2018 with the Starbucks Reserve Roastery in Milan, around 450 jobs have been created and more are on the way: by the end of 2023, there will be 36 Starbucks stores in Italy in total.
At the end of May, two more stores will also open at Termini Station: a grab&go in the basement and a store on the terrace, to welcome tourists, commuters and locals when they arrive in Rome.
Starbucks has always strived to be a company that puts partners (employees), customers and coffee at the centre.
First entering the Lazio region in 2022 with the opening of Castel Romano, Piazza Montecitorio marks Starbucks’ 25th opening in Italy.
Rome is one of three Italian cities, besides Milan and Verona, where Starbucks founder Howard Schultz first encountered Italian coffee culture in 1983.
“We are thrilled to open our first store in the center of Rome, with even more exciting plans to come for the capital. Tomorrow’s opening will be the first in a series of wonderful surprises for the city”, Matteo Morandi, CEO of Percassi Retail, comments.
“Lazio is a very important region for Starbucks, and we celebrated our first opening in the province of Caserta last month, reaffirming our long-term commitment to continued growth in Italy.”
The shop in Montecitorio, which will create 35 new jobs, has an area of 200 square metres on two floors, and 80 seats with a view of the Chamber of Deputies. The materials chosen recall the colour shades of Piazza Montecitorio.
The ground floor is the liveliest and most dynamic area, made of travertine marble and tuff, typical of traditional Roman buildings, where customers can order their favourite food and drink, to be enjoyed on the floors of the store in comfortable seats surrounded by artworks on the walls. The upper floor has been designed with a more muted colour palette and offers a quieter space to enjoy the best traditional Starbucks experience.
“Coffee culture is very deep-rooted in Rome, with espresso being the most popular beverage”, comments Vincenzo Catrambone, General Manager of Starbucks Italy.
“Even in Starbucks stores in Italy, the most bought drink is espresso, while younger generations love Starbucks cold beverages and iced coffee. We are always working to create unique food and beverage proposals for our Italian customers during the seasons along the year, to continue to meet their needs and amaze them.”
Food offerings include both bakery and salad items, as well as desserts.
The menu also includes the brand new Oleato beverages made from Starbucks finest arabica coffee infused with extra virgin olive oil, which first launched in Italy in February and are now available in stores in the US, Japan and the UK. Drinks from the recently launched summer menu including Starbucks Refresha Drink and seasonal Frappuccino® Blended Beverages will also be available.