Starbucks CEO Says Young Italians Excited About New Store

The transcript discusses Starbucks' strategic entry into the Italian market, emphasizing respect for Italian coffee culture. It highlights the importance of Italy for Starbucks, the opening of a new roastery in Milan, and the company's approach to market research. The transcript also touches on the excitement among young Italians and the architectural significance of the new site.

Why is Italy considered a significant market for Starbucks despite not being the largest?

• Because Italy is the birthplace of coffee.

• Because of the cultural mastery of coffee by Italians.

• Because Italy has the largest number of coffee consumers.

• Because Starbucks wants to teach Italians how to make coffee.

What is unique about the Starbucks roastery planned for Italy?

• It will be a simple coffee shop.

• It will be the smallest Starbucks store.

• It will only serve traditional Italian coffee.

• It will be larger and more dramatic than the Seattle roastery.

How does the speaker describe their involvement in the Italian roastery project?

• They are not involved at all.

• They are involved in every detail.

• They only oversee the financial aspects.

• They are involved only in marketing.

What has surprised Starbucks about the Italian market?

• The high awareness of Starbucks among young Italians.

• The resistance to international coffee brands.

• The lack of interest in coffee.

• The preference for tea over coffee.

How does the speaker compare the Italian market to the French market?

• The French market is more challenging.

• The Italian market is easier to penetrate.

• Starbucks has been successful in France, especially in Paris.

• The French market is not interested in Starbucks.