Twenty years ago, I went to Italy for the first time. Some of my lasting memories are the bars and Tavola Calda in Rome where we often enjoyed sandwiches, cornetti, cappuccini and caffè espressi.
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| Espressamente illy |
This was about the
same time I started to become aware of Starbucks in New York. I compared their
drinks with the ones I drank in Rome. I drank their caffè latte and thought
that these were, if maybe not authentic, a little closer to the caffè latte in
Italy. I comfortably paid too much money for the opportunity to drink something
that I thought was a bit more international. Also, I was reminded of Italy and
this stirred up my desire to return.
And then it came into my life, the Moka.
My Espresso Awakening Of Real Italian Coffee
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| Espresso and Stove-top Coffee Maker |
I had always enjoyed a hot coffee but when I learned about
Moka, my world changed. It was a beauty of form and simplicity. I knew how to
clean it (without soap) and the right coffee to use. I started using only real
Italian coffee like Illy, Lavazza and Kimbo.
After this change, when I went to Italy I would embrace the
coffee culture in every bar I could find. While my love for Italian coffee
grew, at one point I realized that American coffee was inferior in both taste
and cost.
American Coffee Culture Abroad
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| Illy Moka Espresso Grande/Piccolo |
This brings me back to the Starbucks. While the interior of
the restaurants has a similarity to a bar, the coffee tastes too burnt and is
overpriced. But, more important is the fact that restaurants are omnipresent
and are no longer special to me. I could just ignore this lousy coffee up to
the moment that I heard that Starbucks will open a store in Milan this year. I
hope this does not happen, but I'm afraid it's too late. In my opinion, this is
another example of American commercial imperialism. It is a continuation of the
spread of rubbish like McDonald's, Subway and KFC, but this is a bit different
to me
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| Illy Moka Espresso Grandissimo |
The project is for a new monstrosity called The Milan Roastery (La Rosticceria Milano) to be built in the historic Palazzo Delle Poste in 2018.
Presumably, the ex-CEO of Starbucks, Howard Schultz, was so inspired by the
Milanese bars and their baristi that he built Starbucks. He claimed
that they only want to learn from the Italians, but this claim seems
disingenuous. This is a giant company that grew through the theft of the
Italian culture and this did not happen with humility and respect. It can be
expected that the company would try to push their version of coffee without
regard to the existing culture. Starbucks would do this only to elevate their
stature in a way that only being in Milan can provide.
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| Simple Espresso |
I am happy to read that Illy and Lavazza are defending
themselves. Lavazza will open a new café in Piazza San Fedele, near the place
where Starbucks plans to open their restaurant. Illy Caffè will open a luxurious
bar even closer to the same place. Their products are superior to Starbucks,
and even cheaper, so I hope they can destroy the dreams of the American
intruder. If they can embarrass Starbucks, it could stop their plans for the
domination of Italian culture. There are many American things that I like, but
the spread of our lousiest products is not one. We could share our BBQ or our
movies, but sharing the Starbucks is like when I learned that the program
called The Ghost Whisperer was shown on RAI. This was not a moment of pride for
me.
More Coffee Bar Experiences
If you are interested in learning more about the Italian coffee bars and delicious opportunities to experience them, check out some of our other posts:
Caffe Giolitti In Rome Is A Great Italian Coffee Bar.
Coffee Bars In Rome, Italy Are An Experience.
When Is A Macchiato Not A Real Macchiato?
Amazing Treats At Pasticceria Barberini In Rome.
Italian Coffee Culture Is Great and Starbucks Is Evil.
