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2016 年 3 月 2 日  星期三 晴天


等了45年!星巴克終於決定進入全世界最難國家 分類: 飲食娛樂

Life2C | 等了45年!星巴克終於決定進入全世界最難國家

連鎖咖啡企業星巴克主席霍華德·舒爾茨終於宣布,將在全世界最重要的咖啡消費國開設門店。(圖片取自界面)
在把綠色的美人魚logo開到全世界68個國家之後,連鎖咖啡企業星巴克(Starbucks)的主席霍華德·舒爾茨(Howard Schultz)終於鼓起勇氣宣布,將在全世界最重要的咖啡消費國開設門店。一般人似乎很難想像,誕生了濃縮咖啡(Espresso)、卡布基諾(cappuccino)和瑪奇朵(macchiato)等最重要的咖啡飲料的義大利,此前卻沒有一家星巴克。

舒爾茨表示,星巴克在義大利的第一家門店將在今年上半年於米蘭開業。「星巴克不是來教義大利人做咖啡的。我們將帶著謙遜和尊敬進入義大利市場。」截至2015財年,星巴克在全球68個國家共有23043家門店,其中歐洲地區有2211家。截至2015年9月27日的一個財年中,星巴克在歐洲錄得3.08億美元,佔全球總營收6%。

一直以來在中國等新興市場擔任教育者的星巴克,在擁有數百年咖啡文化的歐洲國家,不得不表現得更加謹慎。儘管在英國、法國、德國和奧地利等國家,來自美國西雅圖的咖啡巨頭已經站穩腳跟,但對於義大利則是例外。咖啡是熱情浪漫的義大利人生活中最重要的飲品。據報導,義大利人每天喝掉的濃縮咖啡超過8000萬杯。一塊麵包,加上一杯價廉物美的濃縮咖啡,是這個國家最常見的早餐。


目前義大利共有超過13萬家咖啡吧,一杯濃縮咖啡售價不到3歐元——如果你願意站在路邊喝,價錢只需要1歐元左右。
(圖片取自吃喝玩樂大搜索)

對於義大利人而言,正宗的咖啡就是濃縮咖啡。目前義大利共有超過13萬家咖啡吧,其中不乏規模較小但歷史悠久的老字號名店。一杯濃縮咖啡售價不到3歐元——如果你願意站在路邊喝,價錢只需要1歐元左右。對於美國人用大號馬克杯盛裝的調入了糖漿和乳製品的咖啡文化,與義大利傳統有著不少差異。

舒爾茨個人與義大利頗有淵源。1983年,當時在星巴克擔任營銷總監的舒爾茨前往米蘭,被當地的咖啡吧文化吸引。當時星巴克只有位於西雅圖的四個門店,主要銷售供消費者帶回家自飲的咖啡製品。舒爾茨認為,在義大利大行其道的咖啡吧模式,也可以在美國獲得成功。從那時起,舒爾茨至少每年造訪一次義大利,向當地的商業精英了解進入義大利咖啡市場的可能性。星巴克此番將與當地零售企業Percassi合作,併計劃在未來數年擴張到義大利其他重要城市。


(圖片取自吃喝玩樂大搜索)
像此前星巴克在全球其他國家一樣,「本土化」成為進軍義大利市場最重要的議題之一。「我們會根據義大利消費者的習慣,設計可以站著喝的咖啡吧。」舒爾茨稱,「我們也會調整咖啡的分量,義大利消費者喜歡更小杯的咖啡。」同樣,星巴克也會相應調整產品價格,使之更有競爭力。

市場研究顯示,星巴克品牌認知度在義大利年輕人中很高,其中不少人在國外嘗試過飲用星巴克咖啡。

文章來源:界面新聞





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