Global coffeehouse chain Starbucks has launched its first Italian reserve roastery inside the historic Poste building in Piazza Cordusio, Milan.
Starbucks’s entry into Italy, which is the 78th global market for the company, is a part of its overall growth strategy. It is the third reserve roastery in the world open to the public.
The 25,000ft2 roastery will feature a Scolari coffee roaster, main bar serving classic espresso beverages, an Arriviamo bar offering specialty cocktails and a Princi bakery.
It will also feature an interactive augmented reality experience enabling customers to know about Starbucks Reserve coffees, the roasting process and the company through their mobile devices.
Seven roasters will blend small-lot reserve coffees featuring its premium reserve brand, Arabica coffees, at the roastery.
Starbucks CEO Kevin Johnson said: “We have taken our time to ensure our entry into Italy is done thoughtfully and respectfully.
“The introduction of our roastery and premium reserve brand will set the stage for the long-term development of our core store portfolio with our world-class licensee partner, Percassi.”
The coffee bar at the roaster will offer more than 115 beverages made using multiple brewing methods such as ModBar Pour Over, Chemex, Coffee Press, Siphon, Espresso, Cold Brew and Clover Brewed coffee.
A main bar at the roastery will offer hand-crafted, made-to-order ice creams at the Starbucks affogato station, while the scooping bar will allow customers to buy coffee beans from the Starbucks Reserve portfolio.
Starbucks has also introduced the Princi bakery in the Milan roastery, which offers menu items made by Italian baker Rocco Princi.
The Arriviamo bar at the roastery offers crafted cocktails such as Spritz, Negroni and cold-brewed coffee cocktails made by a team of mixologists, as well as a special coffee service in the early evening.
In collaboration with Percassi, the company will open additional Starbucks cafes in Milan beginning late 2018.