What is it about Italy that makes you fall in love? Is it its history, its natural seascapes and landscapes, its food, its art, its language, its people, its customs, traditions and over-all culture? I believe it’s all of these things that makes one fall in love with this charismatic and enchanting country! What if it all changed? What if all of the things mentioned changed or worse yet disappeared? No more the David in Florence, no more Ciao, Bella, no more Pizza Margherita, no more animated body-language, and no more drinking an espresso at the bar al banco/a piedi (standing), or un caffe’ macchiato (an espresso with a dab of foam) at the table while discussing politics.
What if the Michelangelo's David was replaced by Andy Warhol’s White Brillo sculpture? What if Ciao, Bella was replaced with Hey there and the Pizza Margherita replaced with the hamburger and fries (oh wait, that is already happening) or the Italian’s animated body communication was muted by space, distance, and kisses on the cheek became handshakes instead? What if drinking a 1 euro caffe’ al banco-at the bar is replaced with to-go cups and the Frappucino for 4 euros, (oh wait, that may begin in 2017). Now, I realize I may be exaggerating a bit but I am trying to make a point with my dramatic and over-the-top examples.
What if the Michelangelo's David was replaced by Andy Warhol’s White Brillo sculpture? What if Ciao, Bella was replaced with Hey there and the Pizza Margherita replaced with the hamburger and fries (oh wait, that is already happening) or the Italian’s animated body communication was muted by space, distance, and kisses on the cheek became handshakes instead? What if drinking a 1 euro caffe’ al banco-at the bar is replaced with to-go cups and the Frappucino for 4 euros, (oh wait, that may begin in 2017). Now, I realize I may be exaggerating a bit but I am trying to make a point with my dramatic and over-the-top examples.
Starbuck’s will be in Milan, Italy in 2017 and with time I can see it trickle into other major cities in Italy. Some Italians are thrilled and others outraged. I fall in the latter category. Maybe ‘outraged’ is too strong, I am more sadden and disappointed. Starbuck’s, the brainchild of Howard Schultz was inspired by the Italian coffee culture and he designed and created a version of this very culture in the United States. I recall years ago reading an article about how Italy was Schultz’s inspiration and believe it mentioned that due to his respect for the Italian coffee culture he would not open a Starbuck’s in Italy. I feverishly tried to find that article, I googled, I sifted through some old files, I yahoo-ed and Bing-ed but nothing--I could not find that article. Maybe I dreamt it. Maybe it was just chiacchiere (chit-chat/gossip). As I searched online, all I found were articles that state his intent was to always open a Starbuck’s in Italy. Why? Really, why?
Italians already make great coffee and have a very distinct and traditional coffee culture, and some tourist cities will hand you un caffe’ al volo (to-go cup) if you ask and actually will make you a coffee Frappe’ if you wish. A drink very similar to the Frappucino—the Frappe’ is Greek in origin and may not have the Starbuck’s logo but its just as good and will cost you a lot less. One can sit at an Italian bar/cafe’ just as in a Starbuck’s with free Wifi, breakfast food options and panini to munch on as you speak about the election, general life woes with friends, and/or type away on your laptop computer filling the pages for your next blog post or novel. Italy already has Starbuck’s on every corner but their Starbuck’s are named Caffé’ Greco, Caffe’ Florian, Al Bicerin, Caffe’ Gambrinus, Caffe’ Spinnato, Caffe Gilli, Ideal Caffé, and not to mention all the coffee chioschi (kiosks), and on and on I can go. Their Starbuck’s have history beyond the 1990’s, their Starbuck’s created an Italian culture all its own. Now, why would Starbuck’s want to replace a coffee custom, a coffee tradition, a coffee culture with that of their American brothering? Why begin a shift that is slow to start but will eventually slightly skew or maybe even cause a culture, a tradition to disappear and be replaced by Tall, Grande, and Venti cups with a Siren’s lure? Will the Italians or la gioventu’ (youth) be called by this Siren’s song and begin to carry their Frappucino in one hand while taking a bite of their McDonald’s or Burger King burgers in the other? Or will they just try it out, out of curiosity or for the novelty, and then leave it to the tourists? Or will a historical coffee culture die like languages do in the midst of urbanization, Americanization and/or globalization?
Italians already make great coffee and have a very distinct and traditional coffee culture, and some tourist cities will hand you un caffe’ al volo (to-go cup) if you ask and actually will make you a coffee Frappe’ if you wish. A drink very similar to the Frappucino—the Frappe’ is Greek in origin and may not have the Starbuck’s logo but its just as good and will cost you a lot less. One can sit at an Italian bar/cafe’ just as in a Starbuck’s with free Wifi, breakfast food options and panini to munch on as you speak about the election, general life woes with friends, and/or type away on your laptop computer filling the pages for your next blog post or novel. Italy already has Starbuck’s on every corner but their Starbuck’s are named Caffé’ Greco, Caffe’ Florian, Al Bicerin, Caffe’ Gambrinus, Caffe’ Spinnato, Caffe Gilli, Ideal Caffé, and not to mention all the coffee chioschi (kiosks), and on and on I can go. Their Starbuck’s have history beyond the 1990’s, their Starbuck’s created an Italian culture all its own. Now, why would Starbuck’s want to replace a coffee custom, a coffee tradition, a coffee culture with that of their American brothering? Why begin a shift that is slow to start but will eventually slightly skew or maybe even cause a culture, a tradition to disappear and be replaced by Tall, Grande, and Venti cups with a Siren’s lure? Will the Italians or la gioventu’ (youth) be called by this Siren’s song and begin to carry their Frappucino in one hand while taking a bite of their McDonald’s or Burger King burgers in the other? Or will they just try it out, out of curiosity or for the novelty, and then leave it to the tourists? Or will a historical coffee culture die like languages do in the midst of urbanization, Americanization and/or globalization?
Why Italy, Howard? It does not ‘outrage’ me, I am American born after all and I too drink the occasional Latte from Starbuck’s but would never think of ordering a latte in Italia! You will get milk most likely. My outrage is more sadness and disappointment in Howard and the Italians funding him. Italy is not America. Yes, America has assimilated with all types of cultures—America does not and truly has not had a culture that is its very own, that is distinctively American apart from Capitalism but not sure if that’s considered a culture. Italy is a small country relatively speaking. Italy is a country that has preserved its history, restores it art, and cultivates its customs yet a country that has been open to change. A change, however, that I believe is highlighted by the words of Tomasi di Lampedusa, author of The Leopard—“if we want things to stay as they are, things will have to change.” Is Starbuck’s the change that will keep the Italian coffee culture as it is or will it make it disappear or change it to the point it will no longer be recognized?
Why Starbuck’s in Italy? I am saddened and disappointed that Howard Schultz could not respect its inspiration, its muse enough to leave it untouched—Is Capitalism’s alluring song deafening the Siren’s? Don’t get me wrong, I don’t expect Italy to be a dinosaur amongst its growing and thriving European neighbors but I am not sure if a Starbuck’s in Italy is a catalyst for positive growth and change, if anything Italy would then be no different than its neighbors, it too would have a Starbuck’s on its corner. Italy however has a coffee culture that is different, that is rooted in a long history and has become a custom, un modo di fare, (an attitude), a part of an Italian’s every-day cultural make-up unlike its European neighbors. A Starbuck’s in Italy may cause a disappearance of that very custom, of that very Italian cultural make-up. Or at the very least (and my hope) cause a change in Italy’s coffee culture that very much reflects the thought of Lampedusa.
public domain/creative commons photos used
Why Starbuck’s in Italy? I am saddened and disappointed that Howard Schultz could not respect its inspiration, its muse enough to leave it untouched—Is Capitalism’s alluring song deafening the Siren’s? Don’t get me wrong, I don’t expect Italy to be a dinosaur amongst its growing and thriving European neighbors but I am not sure if a Starbuck’s in Italy is a catalyst for positive growth and change, if anything Italy would then be no different than its neighbors, it too would have a Starbuck’s on its corner. Italy however has a coffee culture that is different, that is rooted in a long history and has become a custom, un modo di fare, (an attitude), a part of an Italian’s every-day cultural make-up unlike its European neighbors. A Starbuck’s in Italy may cause a disappearance of that very custom, of that very Italian cultural make-up. Or at the very least (and my hope) cause a change in Italy’s coffee culture that very much reflects the thought of Lampedusa.
public domain/creative commons photos used
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