In 1983, while on a company trip to Milan, Italy, Schultz observed the immense popularity
of coffee, which was central to the national culture. In 1983, there were around 200,000
coffee bars in Italy and 1,500 coffee bars in Milan alone. The espresso8 bars in the cities had
trained baristas9 who used high-quality Arabica beans to prepare espresso, cappuccino, and
other drinks. Schultz witnessed that though each coffee bar had its own individual character,
all provided a sense of comfort and the ambience of an extended family. During his week-long
stay in Milan, he made frequent visits to espresso bars. These visits were a revelation to
Schultz, which he described in his book10 thus: