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Piazza d'Oro

Piazza d'Oro
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Piazza d'Oro was a coffee shop introduced to First services in 1999, who reported that it led to a 20% increase in sales. Despite this, it was soon removed in late 2001.

Towards the end of their run, First used JavaBlue Cafe.

Around the time it was introduced, rival services were looking to Italy for ideas of how to style their coffee shops, with ideas like Caffe Primo.