Between the 18th and 19th centuries, coffee consumption by the expanding bourgeoisie of Europe at public establishments expanded. In 1772 the Francesco Pedrocchi of Bergamo founded a successful "coffee shop" here, near the University, town hall, markets, post office and the square of the Noli (now Piazza Garibaldi), from where coaches left to nearby cities. The new café was to be "the most beautiful one on the Earth", it opened in 1831 and then joined, in 1836, from Pedrocchino, elegant neo-Gothic building reserved for the pastry.