BAR GILLI, FLORENCE
As you can see, this coffee bar bears no resemblance to Starbucks. We're in Florence here, at Gilli, one of the most truly Italian, truly Florentine cafes imaginable. There's a handsome grandeur to it—Liberty style (the Italian version of Art Nouveau), but this is a bar that anyone can feel comfortable in.
When Starbucks was asked why they didn't have stores in Italy the answer was, "Italians aren't used to waiting more than 30 seconds for a cappuccino." This is true, but the better answer is more complicated than that. In Starbucks' nations an Italian coffee bar is a novelty. It's not truly part of American, or British or Swiss culture. It's a foreign concept, like a Thai restaurant. Here in Italy the coffee bar is daily life and always has been. There's nothing snobbish or pretentious about it—when American Republicans condemn liberal effete snobs they're apt to call them, derisively, "latte sippers." Here, even the most humble citizen can indulge in a
caffe latte with impunity. The coffee bar is for everybody.
But it's true, Starbucks is not an Italian bar. The departure point was Italian but the end result is purely American. Even though they use Italian words to describe their coffees what is served is unmistakably American, from the taste of the coffee itself to the consistency of the foam of steamed milk. In the penultimate photograph you see the proper coffee cups lined up on the bar. No one here wants their coffee in a styrofoam or paper cup. And the size is important. It must be small. When it's small you taste the coffee. It must be of a temperature that's ready to drink—Italians won't stand there and stir their cup cool with a narrow plastic stick for ten minutes. Even a caffe latte is small—little more than twice the amount of milk of a cappuccino. The Starbucks item called a "
venti" does not exist and Italians can't help but chuckle when they see it. This is the way it is here and nothing will change it. Starbucks is wise not to try to teach the fish how to swim
This is a nation of culturally established rules; Starbucks would have shattered each and every one of them. A friend was visiting from the US and he found the cappuccino too small. He learned the word for double,
doppio, and came up with his solution to the problem. He ordered "
Un doppio cappuccino con doppio caffe!" The
barista couldn't imagine what in the world such a thing might be—how do you get all that into a coffee cup? must have been the question he asked himself. My friend was offended by the
barista's half smile at such a request, and at the way he repeated
Un doppio cappuccino con doppio caffe! when
he finally served up his odd attempt at making the customer happy.
Italians are not snooty, it's just that their habits are so ingrained. For them, there's only one way to make a cappuccino and if isn't big enough, you have another one.
A few closing tips: If you order a latte in an Italian bar you get a glass of milk. You must say caffe latte. If you want to sound like a local, when you order an espresso at an Italian bar say simply, "Un caffe!" Only foreigners say, "Un espresso!" Oh, and one more thing: cappuccino is only for breakfast, never at the end of a meal!