March 7, 2016

Why Starbucks Will Win Over Italy: It Doesn’t Really Sell Coffee

As improbable as the idea of Starbucks being successful in Italy must surely sound, there’s every chance that it will find a footing for itself in the ‘home of coffee’ because coffee and its accessories aren’t the main thing the Seattle chain serves to the public. A big chunk of Starbucks’ success resides with the ambiance and environment it provides; a kind of neutral, inoffensive space that’s familiar enough to be comforting, yet blank and generic enough to lend itself to whatever meaning people want to project on it.


Topics: Experience and Service Design, Branding