Good news. Now that Illycaffe is making out there, you can go to Starbucks and feel less yuppy.
Even so, Andrea Illy says he's not aiming to unseat Starbucks. Instead, his game is to create an exclusive destination with an emphasis on quality and aesthetics. The Espressamente experience will be oh-so-Italiano, focused on coffee served short and dark with perfect crema, or foam, in a designer demitasse. Illy hopes that great espresso, combined with surroundings that ooze modern cool, will have coffee cognoscenti purring buonissimo with every sip. "Starbucks is less about coffee and more about community," says Wendy Liebmann, president of market researcher WSL Strategic Retail. "Illy is about the elegance of coffee.... It is elitist."
Read the rest of the Illycaffe story here.