26 Jun '18, 11am

LEGEND

Howard visits Italy for the first time for a trade show and is captivated by Milan’s espresso bars . “In each shop I visited I began to see the same people and interactions, and it dawned on me that what these coffee bars had created, aside from the romance and theater of coffee, was a morning ritual and a sense of community,” said Schultz. He flies back to Seattle with a vision to re-create the experience at Starbucks. “What we had to do was unlock the romance and mystery of coffee, firsthand, in coffee bars,” he said. 1984: First Caffè Latte Schultz convinces Starbucks founders to test the coffeehouse concept in a new store at 4th & Spring in downtown Seattle and the first Starbucks® Caffè Latte is served. This successful experiment is the genesis for a company that Schultz founds in 1985. 1985: Il Giornale Howard Schultz leaves Starbucks briefly and founds Il Giornale, ...

Full article: https://news.starbucks.com/news/howard-schultz-and-starbu...

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