Cinnamon Coffee Benefits

There is a partner who is simply perfect to enhance the taste of an espresso: cinnamon.

Coffee has several advantages. In addition to fighting fatigue, it increases alertness and alertness levels and can have a protective effect against various diseases. And more:

Moderate coffee consumption helps to slightly improve sports performance and ease digestion while reducing appetite.

And there is nothing better than trying different scents of coffee, until you choose your favorite. There may even be several ideal combinations but there is a partner who is simply perfect to enhance the taste of an espresso: cinnamon, which is one of the oldest spices in the world and one of the most beneficial to our health.

Cinnamon Coffee

In powder or cinnamon stick, it is rich in fiber, manganese, calcium, iron and vitamin K – powerful nutrients for our body. In addition, cinnamon reduces the risk of diabetes, slows aging, has anti-inflammatory properties, reduces the risk of heart disease and – surprise – helps you lose weight.

A study presented at a conference of the American Heart Association in 2017 said that cinnamon has antioxidant and anti-inflammatory molecules that protect the body from damage caused by stress and help to lose weight.

Knowing this, are you having more cinnamon coffee? Add a little spice to it and tell us your thoughts.

World’s Largest Cup of Coffee

Honduras, the world’s fifth-largest coffee producer, manufactured the world’s largest 18,000-liter cup of coffee to break the Guinness record that belonged to England.

Honduran President Juan Orlando Hernández led a ceremony in the community park of San Sebastián, western department of Lempira, to present the huge cup in the presence of industry members and public workers.

The government said in a statement that the Guinness record was from London with a cup of 13,200 liters presented in December 2012. Honduras overcame it with a cup in which were put 15,730 liters of water and 2,270 liters of coffee essence.

The Mexican Puerto Vallarta had the world’s highest tasting record, with 491 people drinking from a cup.

This mark was surpassed by the 900 people who tasted coffee from the giant mug in Honduras.

The president is promoting a global campaign to improve grain prices, noting that a cup of coffee in New York costs five dollars, but the owner of the farm in Honduras gets only two cents.

Honduras, which exported 9.4 million bags of 46 kilos of coffee for $ 1,130 billion in 2017-2018, is the fifth largest producer in the world, the third largest in Latin America and the first in Central America.

Coffee grown on more than 250,000 hectares of 16 of the country’s 18 departments is in the hands of 120,000 farmers, most of them small.

Source: AFP

Coffee or tea?

Study indicates that preference for coffee or tea is influenced by genetics.

Do you prefer tea or coffee? Whatever the choice, it is not just your will. The taste appears to be partly determined by genetics, as a study done with the British and published in the journal “Scientific Reports” reveals.

According to the study, people genetically predisposed to prefer bitter tastes, generally choose, without surprises, coffee, by their higher bitter content.

With human evolution, we have developed the ability to detect bitterness as a natural warning system to protect the body from harmful substances. In evolutionary terms, therefore, we should want to reject more bitter coffee.

Study participants genetically more sensitive to bitter taste, however, were more likely to prefer coffee to tea.

«It would be expected that people who are particularly sensitive to the bitter taste of caffeine would drink less coffee,» said Professor of Preventive Medicine Marilyn Cornelis, co-author of the study.

«The opposite results from our study suggest that coffee drinkers acquire a taste, or ability, to detect caffeine, due to the learning of positive reinforcement caused by caffeine,» she said.

«This suggests that coffee consumers develop a taste, or a greater ability to detect caffeine,» said Marilyn.

So, added the researcher, individuals genetically pre-programmed to enjoy the bitterness of coffee learn to associate «good things with it.»

Liang-Dar Hwang of the Diamantina Institute of the University of Queensland, who co-authored the study, told AFP that the fact that some people prefer coffee shows how day-to-day experiences can overcome genetic tendencies when it comes to taste.

The perception of taste is also influenced by our behaviors. People more sensitive to bitter flavors of quinine and to a taste-related plant components are more likely to avoid coffee in favor of their sweet counterpart, the tea.

«Even if humans naturally do not appreciate bitterness, we can learn to like or appreciate bitter foods after being exposed to environmental factors,» he said.

Coffee drinkers are generally less sensitive than tea drinkers to bitterness, which makes them less likely to reject other bitter foods, such as greens, Hwang added.

Based on the genetic data of about 438,000 British participants, the study for the time being “is not generalizable to other countries and cultures,” warn the authors.

How about you? Are you a coffee or tea drinker? Tell us everything on the comments bellow!

How coffee trends are set to evolve beyond 2018

Coffee is serious business. There’s always a new coffee shop opening, from coffee-giants Starbucks and Costa Coffee, to smaller independent cafés. So what are the coffee trends for next year?

By Ryan Burnyeat 

We’re spoilt for choice when it comes to coffee too; you can order everything from a standard black coffee, to a venti iced skinny hazelnut macchiato, sugar-free syrup, extra shot, light ice, no whip. We’ve syrups and milk alternatives, different roasts and strengths — truly, the coffee experience has expanded and is becoming all the more creative as the weeks go by.

So, what does the future hold for coffee-lovers? With so much choice and customisation of our favourite pick-me-up, what else could possibly be done for coffee? Join us as we explore the options…

The world loves coffee

We might be a nation of tea-lovers here in Britain, but coffee is certainly holding its own. According to the Mordor Intelligence Global Coffee Market report published in March 2018, coffee is one of the most consumed drinks in developed countries. World coffee production for the 2017-18 period is estimated at around 158.78 million bags — an increase of 0.7% compared to 2016-17 — while coffee’s global market value is anticipated to see a 5.5% compound annual growth rate (CAGR). Looking at the industry from a UK perspective, the British Coffee Association claims that we drink around 95 million cups of coffee a day.

But what specific coffee trends are rising in popularity?  What will we see more of in 2019 and beyond?

Cold-brew coffee

Cold-brew coffee is something of a novelty in the UK at the moment, but that is set to change. Cold-brew is more than just ‘cold coffee’ — and it’s not iced coffee either. Cold-brew coffee is brewed with cold or room-temperature water over 12 to 24 hours. The reason it’s growing in popularity is because it often features a mellower, sweeter, more full-bodied taste with less acidity. More than that, it’s easily bottled and ideal for on-the-go coffee consumers, which makes it convenient for those who don’t have time in the morning to queue and order a hot option.

It’s a popular choice over in the US, with cold-brew coffee sales rocketing by 80% in 2017. We can expect this emerging trend to pick up pace in the UK as the beverage becomes more widely available. Considering that cold-brew coffee is also easier to brew in large batches, there’s no reason that coffee shops shouldn’t be on board.

Nitrogen-infused coffee

Coffee shops might start looking more like pubs in the future. Nitro-brew coffee is a type of cold-brew beverage served on tap and infused with nitrogen that delivers a creamy, ice-cold drink that has the look and texture of a pint of ale! Recently, Starbucks introduced it to its UK outlets after success in the United States and it’s highly probable that other chains and independent shops will follow suit.

Ethical coffee

Sustainability, eco-friendliness, and all-round ethical practices are high on everyone’s agenda, and it’s certainly been noted by the coffee industry. From biodegradable disposable catering supplies to sustainable production practices, many global coffee brands are making greater strides towards their ethical commitments. Starbucks, for example, announced in March this year that it was launching a new gadget that would allow its coffee farmers to log key information regarding their practices.

At the Annual Meeting of Shareholders, Kevin Johnson, chief executive officer at Starbucks, said: “Over the next two years, we will look to demonstrate how technology and innovative data platforms can give coffee farmers even more financial empowerment. We’ll leverage an open-source approach to share what we learn with the rest of the world.”

It’s a must for any coffee business. America’s National Coffee Association recently discovered that coffee consumers — particularly the millennial generation — are influenced by ethical certificates and buy coffee if they know that the treatment of workers and processes involved are fair and environmentally friendly. It’s likely that more brands will follow suit and invest time and effort in ethical coffee.

It looks like the future has less plastic and more traceability when it comes to coffee, which is certainly a great improvement.

Flat white on the rise

The flat white has been around for a while, but it’s recently taken the UK by storm. Described as a “staple on the UK’s coffee shop scene” by head of training at Lavazza, Dave Cutler, and a “key innovation” by Jeffrey Young, who founded the London Coffee Festival, most of us already know how important the flat white order is for coffee drinkers.

Premium coffee shops are noting that 10% of orders are for flat whites. Currently an emerging trend and set to become a regular entry on most coffee shops’ menu boards, drinks such as flat blacks and even flat mochas are gearing up to challenge the popularity of the flat white — so keep an eye out for it at your local cafe.

Alternative milk and mixers

Got milk? Or alternative milk? In the UK, the alternative milk industry is expected to rise by 43% over the next three to four years, according to data from Agribusiness Intelligence, while the plant-based beverage sector — which includes many milk alternatives — is currently worth around £6.9 billion. Recently, the trend for non-dairy foods and drinks and other milk-substitute products that suit lifestyles, like vegetarianism, and conditions, such a lactose intolerance, has grown — and this is affecting the coffee shop industry, too.

We’re already seeing more variation on the menu. Oat, soy, rice, almond, cashew, coconut, and macadamia milks will likely grow in availability in UK coffee shops, with greater creativity around how baristas infuse their gourmet and speciality drinks with these alternative mixers.

Street coffee

Street food is a great way for entrepreneurs to dabble in the business, due to its low-risk, low-investment nature. Head of marketing at KERB — a street food event organiser — Alison O’Reilly, said: “Now a lot of people are leaving nine-to-five jobs in finance, tech and marketing. They see it as a low-risk way of setting up a restaurant without having to invest hundreds of thousands of pounds.”

We’re definitely going to see more artisan coffee shops as the years go on. Considering the rising popularity of cold-brew coffee — suited to spring and summer — alongside hot-coffee options — ideal for autumn and winter; launching a coffee street food business offers the potential to be a lucrative, year-round venture.

The coffee sector is booming and looks set to bring more and more innovations and variety to our menus. Will we see a competitor on the scene any time soon?  


Ryan Burnyeat
Outreach Executive

10 Best Pumpkin Spice Latte Cities

Fall is officially in full swing, which means it’s time to grab your favorite seasonal spiced beverage: your Pumpkin Spice Latte.

The highly coveted pumpkin spice latte was established as a crowd favorite with a balance of creamy and robust flavors. Every coffee shop offers a unique flair on the pumpkin spice lattes – and Angie Bersin, from Redfin discovered the best across the USA.

Here are the best cities for Pumpkin Spice Lattes enthusiasts:

1. Chicago, IL

Number of coffee shops: 583

PSL Search Volume: 2390

Walk Score: 78

The Windy City has consistently been recognized as one of the best cities for coffee lovers. Sprinkle in the vast number of pumpkin spice lattes and Chicago earns itself the number one spot on the list.

Notable pumpkin lattes in Chicago: Osmium Coffee Bar, Cafe Integral, La Colombe, Sol Cafe, Hope Cafe, Step Down Cafe, Purple Llama, C.C Ferns, Oromo Cafe, Portage Grounds

2. Seattle, WA

Number of coffee shops: 450

PSL Search Volume: 1380

Walk Score: 73

Seattleites pride themselves on their thriving coffee scene, particularly in the smaller neighborhoods.. You’ll find great spots for the PSL in Fremont and Ballard – giving Seattle one of the most diverse coffee selections in the country.

Notable pumpkin lattes in Seattle: Seattle Coffee Works, Tougo Coffee Co., Ghost Alley Espresso, Moore Coffee Shop, Street Bean Coffee, Kaladi Brothers Coffee, Cherry Street Coffee House, Milstead and Co.

3. New York, NY

Number of coffee shops: 869

PSL Search Volume: 390

Walk Score: 96

With roughly 869 coffee shops throughout the city, the Big Apple has rightfully earned itself a spot in the top three. We recommend sipping your PSL along the Hudson River for unbeatable views of the city.

Notable pumpkin lattes in New York: Box Kite Coffee, Coffee Project NY, 12 Corners, Joe Coffee Company, Oslo Coffee Roasters, Maman Nomad, Seven Grams Caffe, Bean Vault Coffee, Kobrick Coffee

4. Denver, CO

Number of coffee shops: 294

PSL Search Volume: 1140

Walk Score: 61

Denver may have fewer coffee shops than most on the list, but with a highly devoted group of PSL lovers, it earned the number four spot on the list. Enjoy the fall weather by sipping your PSL along the Platte River.

Notable pumpkin lattes in Denver: Purple Door Coffee, Novo Coffee, Steam Espresso Bar, City Bakery Cafe, The Weathervane Cafe, Drip Denver, The Molecule Effect, Huckleberry Roasters

5. Boston, MA

Number of coffee shops: 628

PSL Search Volume: 260

Walk Score: 81

Beantown has made a name for itself with more than just baked beans – it also has some of the best coffee around. There are colorful fall leaves throughout the city which make it one of the best places to grab a pumpkin spice latte.

Notable pumpkin lattes in Boston: Gracenote Coffee, Thinking Cup, Render Coffee, Caffe Nero, Boston Common Coffee Co., Jaho Coffee Roasters, Neighborhoods Cafe, Equal Exchange Cafe

6. Portland, OR

Number of coffee shops: 404

PSL Search Volume: 760

Walk Score: 65

Known for its quaint neighborhoods and charm, Portland has a highly rated coffee shop on every corner. Take a stroll through the Old Town neighborhood and enjoy your PSL while admiring the fall foliage.

Notable pumpkin lattes in Portland: Deadstock Coffee, Sisters Coffee Company, Sunny Day Coffee, Oak Street Coffee, World Cup Coffee, Nossa Familia Coffee, Coava Coffee Roasters

7. Louisville, KY

Number of coffee shops: 285

PSL Search Volume: 270

Walk Score: 96

Forget Kentucky Fried Chicken – Louisville has much to offer in terms of PSL hot spots. Phoenix Hill, The Central Business District, and Baxter Avenue all house unique coffee shop. Many of which are close to the Ohio River, where you can enjoy your latte while taking in some beautiful views.

Notable pumpkin lattes in Louisville: Please & Thank You, Safai Coffee Shop, Heine Bros Coffee

8. San Francisco, CA

Number of coffee shops: 236

PSL Search Volume: 410

Walk Score: 86

After a long day in the bustling Golden Gate City, head over to the Mission District, Civic Center, or Mid-Market for some of the best coffee shops on the West coast. If the fog isn’t too bad, you’ll find many locals lounging in the iconic Dolores Park – a perfect spot to sip your pumpkin latte, relax, and enjoy sweeping views of the city.

Notable pumpkin lattes in SF: Pentacle Coffee, Contraband Coffee Bar, Caffe Greco, Blue Bottle Coffee, Coffee Cultures, Four Barrel Coffee, Andytown Coffee Roasters, Sightglass Coffee

9. Minneapolis, MN

Number of coffee shops: 175

PSL Search Volume: 620

Walk Score: 69

Boasting a large variety of different coffee shops spread all across the city, Minneapolis makes it easy to escape the fall chill with a pumpkin spice latte.

For some rolling green hills and award-winning sculptures, grab your latte and head downtown to the Gold Medal Park.

Notable pumpkin lattes in Minneapolis: Spyhouse Coffee, Peace Coffee, Kopplins, UP Coffee Roasters, T-Rex Cookie and Coffee

10. Dallas, TX

Number of coffee shops: 138

PSL Search Volume: 470

Walk Score: 46

Many of the best coffee shops in Dallas are located in the downtown area, Bryan place, Cityplace, and the Uptown Districts. With parks scattered throughout the city, Dallas offers green spaces for all PSL lovers to enjoy a cup to-go.

Notable pumpkin lattes in Dallas: Ascension Coffee, Weekend Coffee, Magnolias Sous le Pont, Opening Bell Coffee, Palmieri Cafe


There are coffee shops all across the country that offer delectable pumpkin spice lattes, but there was only room for ten cities. We chose the best cities based on these weighted ingredients:

  • The number of coffee shops in each location
  • Google search volume for each location
  • The average Yelp! rating of all the coffee shops within the same city
  • The city’s Walk Score (nothing says fall like a crisp walk with a pumpkin spice latte in-hand!)

New Cold Brew Coffee Maker

Cold brew lovers? There is a new coffee maker in town specifically for cold brew coffee.

For those who are cold brew lovers these are some wonderful news. Yet, if you are not familiar with cold brew, we can easily explain it to you (so you can also be excited with this news).

Cold Brewed coffee extracts coffee gradually at room temperature or below, taking as much as 12 hours to extract coffee. The resultant coffee is lower in acidity and has a mellow almost cocoa flavor because it does not extract certain coffee elements that hot water brewing extracts.

In fact, the highest point of this beverage is that it has less acidity. More than 65%. What means that is smoother, less bitter, and a tasting cup of pure heaven. Perfect for people with acid reflux or digestion issues who prefer a mellower coffee.

Yet, until now, making this kind of coffee were not that easy. And this is where Gravity, by Polar Brew comes in.

Gravity: The Ultimate Cold Brew Coffee Maker

New Cold Brew Coffee Maker

Unhappy with the available cold brew devices, and unable to pay the price at the coffee shops each day, Polar Brew founders Jeremy and Kelsey went on a mission to make cold brew easy. The first product born of this mission is the Gravity cold brew coffee system. It is really simple to use, and it makes amazing cold brew coffee.

«We really just wanted a cold brew coffee maker that was effortless to use and easy to clean,» said Jeremy about their reason for designing the Gravity.

«It also had to look amazing placed in any home or office,» adds Polar Brew co-founder Kelsey, regarding the elegant and minimal styling of the brewer. «Of course, it had to make amazing coffee. Enough to last us a whole week.»

Features and benefits:

  • 2 in 1 design: brew the full range of cold brew flavor with one device.
  • Simple to use: set up in under a minute and walk away.
  • Easy to clean: no more messy coffee grounds all over the sink.
  • Makes up to 15 servings at once. Stays fresh in fridge for 2 weeks. Just store and pour.
  • Made from premium food-safe materials: stainless steel, borosilicate glass, FDA silicone
  • Money Saving: pays for itself in 2 brews compared to buying at a coffee shop

New Cold Brew Coffee Maker

Where to buy

The Gravity Cold Brew Coffee Maker is available for pre-order on Kickstarter from now until October 30th, and costs $60. Kickstarter backers will receive a 33% discount for pre-ordering.

New Cold Brew Coffee Maker

Are you as excited about this as we are? Tell us everything on the comments below.

Turning Coffee Residue Into Profit

During the past couple of years there has been a lot of debate about the importance of dealing with coffee waste and how it can have a more economic and environmentally friendly outcome.

Coffee residue has been over and over a question in our daily lives. What can we do with it? Does it have any use? But how? Well, Nikolaos Drivas from Market Inspector explains it all in a useful infographic.

Transforming coffee residue into something useful

With the daily demand for coffee being on the rise, exceeding 95 million cups in the UK, it’s necessary to reconsider the stages at which coffee residue can be tackled. There are various potential advantages that can be achieved, such as the manufacturing of various byproducts, like bioplastic.

There are mainly two stages at which coffee waste is created, the early phase of coffee production and the posterior one.

To tackle coffee waste in relation to the early stages of coffee production, it must be taken into consideration how the outer skin of the coffee cherry, also known as the “pulp”, can be reproduced towards battling food insufficiency by acting as an alternative to either flour or tea. Both byproducts minimize the coffee industry’s overall environmental impact but also provide businesses with the opportunity of retailing various byproducts.

As the most significant amount of coffee waste generated is through used coffee grounds, the second stage is of great importance. Reexamining the way that used coffee grounds can be repurposed can significantly reduce C02 emissions and help generate capital investments for businesses.

Coffee as a freindly alternative to biodiesel

There is a plethora of ways that used coffee grounds can be reproduced, such as for heating, creating an environmentally friendly alternative to biodiesel, and producing reusable, recyclable and durable coffee cups.

Those examples pave the way towards creating a more sustainable coffee industry, and can further inspire businesses about the significance of dealing with coffee waste. Handling such a topic as soon as possible is crucial, considering the continuously increasing demand of coffee consumption and coffee machines, respectively, on a worldwide basis.

From waste to gold infographic

Any thoughts on this new advange in technology? Isn’t it cool that coffee is helping Earth’s health? Tell us your thoughts in the comment box below!

Beetle Inspired Coffee Machine

What if a Beetle was transformed into a coffee machine? Have you ever ask yourself this question?

If you have, this article is for you. If you do not, then this article is for you, too, car lover or not. Yes, there is Volkswagen inspired coffee machine.

Klaus Bischoff – Volkswagen’s Head of Design – describes the brand’s design philosophy in 3 words:

«Simple, sophisticated, and different.»

The Brand describes this aesthetic innovation:

The ‘Barista Beetle’ is a concept coffee machine, designed for the home and office, that pays tribute to Volkswagen’s lasting influence on the wider field of product design. VW’s unique style and personality has been extended to an interior product that has become part of people’s daily lives.

Beetle Inspired Coffee Machine

JCT600 Copyright.

A unique identity

The shape of the product was designed in a formal language by reinterpreting the VW Beetle’s coupe-style loop line, the frameless door, and the alloy wheel that followed the curved slope of the side. The dynamic colour of the ‘Barista Beetle’ gives the user an enjoyable user experience by giving life to the atmosphere of a static modern interior.


Balancing form and function

The top part of the sliding wing cover was designed with a metaphorical meaning to inform the beginning of the ceremony to eat coffee, and it was designed to be able to slide in both directions. Moving the sliding cover to the right, the user can insert a coffee capsule. By moving the sliding cover to the left, you can easily fill the water in the built-in water tank. If you need to clean the water tank, you can remove the water tank located on the back of the coffee machine.

Beetle Inspired Coffee Machine

JCT600 Copyright

Customizing your coffee

You can choose from four different cup sizes: ristretto, espresso, lungo and americano. It is equipped with the function to extract hot water separately, and the water temperature can be adjusted in four steps, so you can enjoy a fully customized brew.

Are you ready for this kitchen upgrade of yours? What do you think about this brand new coffee machine idea? Tell us everything on the comments below.

*All photos belong to JCT600.

Coffee Documentary: The Hands we Cannot See

Travis Lee Ratcliff shows a «portrait of the hidden humanity that exists in every stage of growing and harvesting coffee» in Nicaragua.

Most of the times we are having our coffee in the morning – or afternoon, or even during every single moment we have free time during the day (we feel you coffee addicts) – we do not even think how it arrives to our cups. The faces of the people that harvested it. Their hands. What were they thinking? How are their lives?

The experience

That was one of the main reasons why Coffee Museum was built: to show all of you that there is more to coffee than what you think or are able to see in naked eye.

Being on the field while making our short coffee documentary Manuel and the rest of the photography exhibits you can visit here about Sao Tome and Principe was an eye opening even for us. We never thought this could be so hard. It had never crossed our minds that the love people have for coffee since the grow of its seed.

And, for sure, that knowledge made us built this online museum with another kind of love: not only the love for coffee, its taste and how it makes us feel, but also, our gratitude for the people that work so that we can have it every morning.

Short Coffee Documentary «The Hands we Cannot See»

So, for us, it was very heart full the moment we received an e-mail from a very humble film director showing us its vision of the people who make coffee in Nicaragua.

Travis Lee Ratcliff, the director of the coffee documentary «The Hands we Cannot See» explains it in a very simple manner:

«A portrait of the hidden humanity that exists in every stage of growing and harvesting coffee. Filmed in the Matagalpa region of Nicaragua in 2017.»

«Coffee is the second most traded commodity on earth. For most of us, it is a daily ritual. Yet so often we do not think about the humanity engaged in bringing us this luxury we take for granted. In “The Hands We Cannot See” we’ve tried to honor and elevate the lives of workers by focusing on the little human details of their work in the Matagalpa region of Nicaragua as we follow a bean on its journey to the cup.»

In fact, while watching this coffee documentary, you can almost feel those hearts beating. The way the story is told to you, it sounds almost like poetry. Everything is quiet. You have glimpses of the workers alone, being themselves, and then, while at work, and everything is soft and full of love.

Our team loved it from the beginning. And, for sure, we had to share it with you so that you know, too, some more of the faces and hands of the people who work to bring your amazing cup of joe.

Coffee Museum is some of this, some of that. It is a large community of coffee lovers all around the world. Sharing stories with the main goal to get to know the faces behind our morning coffee. Being able to share with a wide audience like ours projects like these fill our hearts with joy.

Thank you for supporting us, and being there. Any thoughts you would like to share with us? About our work, or this coffee documentary? If you do, feel free to write them on the comments below.

An Italian Starbucks

The American chain now faces a new challenge: conquering the Italian market, where espresso was born.

Starbucks was already present in practically the whole Europe. But the list lacked a country, with a long coffee history, so it has just opened the first store in Italy, located in the heart of Milan.

With this, the American world coffee giant is launching an ambitious project: to win the Italians in the country that is the fourth largest coffee consumer in the world, and the place where espresso was invented.

Once upon a time

It all started in 1971 when it opened the first Starbucks store in the Pike Place marketplace in Seattle (United States of America). A few years later, inspired and fascinated by Italian coffees, Howard Schultz, CEO of the company at the time, realized the potential of traditional Italian coffee if applied in the United States.

After 47 years, that Starbucks a brand present in about 50 countries with more than a dozen stores, comes a new challenge.

Coffee costs double. But there is wi-fi

Accustomed having a coffee in the morning, very quickly while standing at the counter, there is some skepticism that the Italians exchange this ritual for the American store, also known for the sofas and free access to a wi-fi network. Starting at the price that, in Starbucks coffee shops, is almost double. An espresso costs around two euros and Italians are accustomed to paying half the price.

Starbucks chief design officer Liz Muller reveals that the brand’s intention is not to teach coffee to Italians, who live in the country:

«Where coffee was born,» he adds. «What we want is to provide a premium experience, different from that to which Italians are accustomed,» he explains.

According to Reuters (free access), the owners of the traditional Italian establishments do not seem to be very concerned about the competition that the new American rival can bring.

As far as consumers are concerned, according to early reactions Bloomberg has found, Starbucks still needs to delight the natives of the country that invented espresso.

«The Americans do not know how to make coffee,» one of them said.

Are you an Italian living in Milan? Have you already visited Starbucks new store? And what about all the rest of you: what do you think about this move from the biggest coffee company in the world?