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当意大利人遇上星巴克

文章出处:网责任编辑:作者:人气:-2016-07-06 14:14

A few days ago, Starbucks announced it would be opening its first branch in Italy, the country which inspired its founder, Howard Schultz, to set up the chain in the first place. It will open in Milan in early 2017- but can it work?

  从文化角度看,咖啡对意大利人来说就意味着浓缩咖啡。在意大利,咖啡好像不适宜用“喝”来描述,因为一杯浓缩咖啡的分量那么小,小到就如生病时服用的一剂药(请脑补小瓶盖)。而俗人们以为洋气十足的卡布奇诺,是典型的早餐饮品,正常的意大利人(有文化的非俗人)绝不会在上午11点之后喝这种“早餐专用”咖啡。
  A caffe in Italy is always an espresso. You don't "drink" coffee, you "take" it - like a dose of medicine - perhaps because it's so small. A cappuccino is seen as something completely different - a breakfast drink no normal person would want after about 11am.
在意大利,人们习惯站在吧台前而不是坐在桌边喝咖啡,因为一坐下来可能意味着要多花2到3倍的钱。如果说红酒是意大利的国饮,那么咖啡就是意大利人用来给自己的“一日之文”打标点:上午休息的逗号,每餐结束后的句号。
  And Italians most often have it standing at the bar rather than sitting at a table (where it may cost two or three times as much). If wine is the national drink, coffee punctuates the day - the mid-morning comma, the full-stop at the end of a meal.
  虽然整个欧洲都有些对美国文化嗤之以鼻,但一些意大利人还是觉得部分美国文化颇有吸引力,代表性的如电影院的爆米花、万圣节、芝士蛋糕。
  While some Italians turn their noses up at American culture, others are attracted to it, whether it's popcorn at the movies, Halloween, or cheesecake.
  意大利已经有些咖啡馆在模仿星巴克,起码在风格上很接近。据说这样是为了增强国际化、都市感,以及让某些人“回忆自己的纽约之旅”。
  There are many places trying to do something like Starbucks, the style is absolutely the same.The reason is that it makes them feel more cosmopolitan and globally connected. “It's a way to remember I was in New York”.
What do people in Milan think?米兰人到底是怎么想的呢?
 Fabio Mastinu, 38-year-old sales agent: "The thrill of a caffe cannot be diluted!"
 Fabio Mastinu, 38岁的销售代理商:“咖啡馆带来的兴奋感应该不会被冲淡。”
Ainur Pshimova, 35 years old, originally from Kazakhstan: "I can't wait for Starbucks to open in Milan. I really like the Starbucks latte and I haven't been able to find one of the same quality in Italy."
  Ainur Pshimova,35岁,来自哈萨克斯坦: “我非常期待星巴克在米兰开店。因为我钟爱星巴克拿铁,而我在意大利根本找不到可以媲美的替代。”
Danilo Mariotti, 68-year-old pensioner: "Every time an Italian has a coffee at Starbucks, a moka [stove-top espresso maker] will commit suicide."
  Danilo Mariotti,68岁,已退休: “每个意大利人到星巴克喝咖啡的时候,一个摩卡咖啡壶就会自杀。”
Giulia Salteri, 22-year-old student: "If they have free wi-fi at Starbucks, why not? I'll go!"
  Giulia Salteri,22岁学生: “如果星巴克提供免费wifi,为何不去呢?我就会去”
Paolo Ghidini, owner of a coffee-roasting business: "They'll never catch us!"
  Paolo Ghidini,咖啡烘培公司的老板:“星巴克永远不会超过我们!”