Starbucks’ Howard Schultz Has Something Left to Prove

Beth Kowitt:

This is the strange full circle of Starbucks opening in Italy: The company found inspiration in Milan, Americanized it, and is now bringing its Americanized version back to the city. Schultz had “a deep passion for that intimate Italian coffee shop, that authentic experience,” says Christine Day, an early company executive who stayed for two decades, “but the challenge of growth led the company to become known for the innovation of new products, not the Italian coffee shop.” In short, if it were possible to memorialize a person with an eternal cup of coffee on his tombstone, Schultz would no doubt request a macchiato. But history will likely assign him a frappuccino.


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