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In Italy, coffee is an institution: it was ambitious on the part of the American group Starbucks to want to set up there. Four years later, the coffee giant has had the bitter experience of this.
In September 2018, the American group Starbucks opened several prestigious stores in Milan with great fanfare. (Italy). At the time, long queues of curious people were waiting to discover the famous American coffee. Major communication campaign, numerous staff and large investments: the franchise, present in 78 countries, dreamed of conquering all the major Italian cities.
Four years later, only one Starbucks store remains open in Italy. In the eyes of the Italian, the brand simply does not offer real coffee. “Starbucks coffee is another drink. It’s like a tea or a fruit juice. It’s completely different, we’re not used to drinking coffee that way”explains an Italian. Italian coffee is “to consume quickly, at the counter”adds another Italian.