Starbucks, the world's largest coffee shop chain, is poised to roll out its brand in Italy, home of the espresso. The US company already has 3,600 shops worldwide and boasts 15m customers every week. But moving to Italy has been described as "caffe latte society's equivalent of selling coals to Newcastle".
Starbucks will attempt to convert customers to American versions of espresso and cappuccino. Starbucks founder Howard Schultz got the idea for his coffee shop chain after visiting traditional Milanese cafés such as Café Bindi and Cigno Nero. Schultz says Starbucks will approach the Italian market "with great humility".
Starbucks will attempt to convert customers to American versions of espresso and cappuccino. Starbucks founder Howard Schultz got the idea for his coffee shop chain after visiting traditional Milanese cafés such as Café Bindi and Cigno Nero. Schultz says Starbucks will approach the Italian market "with great humility".
