What Starbucks (and Everyone Else) Can Learn from Italia Caffe's

Starbucks has long been inspired by Italian coffee culture, yet there are valuable lessons its turnaround CEO Brian Niccol —and every company—can learn from the authentic Italian cafe experience.

We're on holiday in Italy, which began in Venice and continues in Florence. C??ffee plays a big part in my life. It's in my firm's logo, ?????????????????????????? (intentional meaning); I often have conversations and meetings over co??ffee, and have been learning how to drink it black ??.

The name of this newsletter is, "An E-volving Mindset." What's an evolving mindset, and how does it differ from a growth mindset?

An evolving mindset reflects a dynamic way of thinking that adapts and changes based on new experiences, challenges, and information. It emphasizes flexibility, continuous learning, and the ability to rethink or recalibrate beliefs and strategies as circumstances shift. This mindset thrives on curiosity and recognizes that there’s no single trajectory for success—what works today may not work tomorrow.

A growth mindset, as popularized by Carol Dweck , in contrast, focuses on the belief that abilities and intelligence can be developed through effort, learning, and persistence. It’s about embracing challenges, learning from failure, and striving for improvement.

The key difference is that while a growth mindset centers on personal development and effort, an evolving mindset adds the layer of adaptability. It not only seeks improvement but also actively questions, revises, and refines approaches as the environment or context changes. Thus, an evolving mindset is broader, incorporating both growth and the agility to pivot when necessary.

Stepping into an Italian cafe can be a stark learning experience, especially when comparing it to American coffee stores, 星巴克 in particular.

The "Back to Starbucks" rallying cry is not fully implemented; many baristas haven't even heard of it or the upcoming store changes. I've covered on LinkedIn? the struggles Niccol had so far in the rebranding of the workers union strikes at the start the holiday rush, (haven't seen any Sharpies, condiment counter, or more inviting seating yet) my pleasant encounter with the Suffern, NY store, and it's manager Paa I. , made me, until this trip, fall in love again with the brand.

Key Takeaways I've Noticed While Buying Coffee In Italy:

1. Emphasizing Quick, Enjoyable Experiences

Italian cafes prioritize quick interactions and a social atmosphere. Patrons enjoy their coffee standing at the bar or choose to sit in comfortable seats at tables, booths, or outdoor seating (even in 40° F weather!)., fostering a sense of community. Starbucks can enhance its service model by encouraging quicker visits while still maintaining a welcoming environment.

2. Genuine Staff Engagement

One of the most pleasurable aspects of visiting Italian cafes is the staff's genuine enjoyment of their work. Baristas often smile and engage with customers, creating a warm atmosphere. Starbucks should continue to cultivate this positive employee culture, as happy staff leads to satisfied and returning customers.

3. Simplifying Offerings

Italian cafes typically offer a limited but high-quality selection of drinks. (one cafe didn't have any vanilla to add LOL) By streamlining its menu, Starbucks could enhance efficiency and focus on perfecting core offerings rather than overwhelming customers with choices.

4. Cultural Connection

Italian coffee culture is deeply rooted in tradition and community. Starbucks can benefit from integrating local cultural elements into its stores, making each location feel unique and connected to its surroundings.

By adopting these, Starbucks can enhance its customer experience and foster a more authentic connection with coffee culture, much like the beloved Italian cafes that inspire it.

I experienced this firsthand this morning, which inspired this edition. The Caffè Libertà in Florence and its staff provided an experience that made me return in the afternoon for another Large (nothing like an American large) oat cappuccino. The welcome I received made me, well, feel like family. When I ran my own small business, that's how I wanted my customers to feel. SupplyMart's tagline was, "It's not just business, it IS personal!"

If companies make customers feel this, that their relationship matters, they THEY matter, are made to feel like humans that are seen, heard, and felt; they will stay customers forever.

Eduardo (not on ?), the owner pictured with a few of the staff above, will be opening another location in the center of Florence and can teach not only Starbucks a thing or two but all businesses can learn from him and his cafe. Using 谷歌 Gemini AI Live as a translator, we talked about his business, his plans, and how it differentiates between an Italian culture coffee shop and an American one.

The X factor that I identified that made this caffeine pit stop different? They genuinely care.

The baristas who make the coffee provided to you take it as their personal responsibility, and you can sense they take their craft seriously. This was evident when I was asked, "You like? If not, we do it again if you want!" When I asked for a shot of vanilla, there was a smirk and a shaking of the head that didn't embarrass me but instead made me think, "I'm better than this."

Then, in what I would call "the barista apprentice", who placed each of the cappuccino cups in the little carrying cardboard cases to bring back to the family, stopped me before leaving, saying, "It's no ah good," and replaced one of them. When I returned later in the day for some veg time, and another excellent cup of c??ffe, I just sat there. Enjoying the symphony of good business, excellent customer service, and top-level UX (user experience).

As I typed this, I couldn't stop thinking about how uncommon this feeling is today. Perhaps its only the situation in America, and European businesses and other countries this is the norm. There are exceptions in America, though. It's the mechanic who is honest and calls you when your car is ready for pick up and mentions he had an oil change done, and there's no charge on top of the new tires purchased. It's what I used to experience back in the day shopping with Mom at her favorite department store, Lord & Taylor. You feel it when you call Amazon customer service, who's company is all about making the customer happy, Zappos too. It's the feeling you get when vendors proactively seek and listen to customer feedback because they know without customers, there IS no business.

I recently felt this with the following companies and brands; Twillory , NOBULL , Anker SOLIX , Fabletics , Publix Pharmacy , and a few select others. Back to Starbucks is more than a rallying cry, it's a much needed evolution for businesses to get back to the basics. To hire employees who can feel a sense of pride, responsibility, and loyalty. Where they lack experience or knowledge, it's leadership's duty to teach them the ropes of what it's like to think and act like a Mensch. (look it up) Back to focusing on the most important piece of any company: its customers. Act like it.

It's time to follow Europe again and return to Old-School business methods.