March 20th, 2013
07:51 PM ET

OutFront Extra: Why are there no Starbucks in Italy?

We asked Starbucks CEO Howard Schultz about why there isn't a Starbucks on every corner in Italy, the country that inspired him to create the chain's coffee bar and ambiance.

Filed under: Business • OutFront Extra
soundoff (3 Responses)
  1. Edoardo



    >> Everyone wonders why Starbucks is not in Italy, even we Italians do!
    >> Yes, we Italians do love Starbucks and we even love Starbucks American coffee .. even if we would not always swap it for our traditional "espresso".
    >> Yes, we Italians are happy customers of Starbucks in all the other European cities, we are enticed by the power of the brand and appreciate the business model when compared to our traditional cafes.
    >> In Italy have great fun making jokes about Starbucks finally opening up the business, with fake grand openings invitations: see this http://mlbblogger.files.wordpress.com/2012/03/starbucks-comes-to-italy1.jpg

    The real reason is simple ... Starbucks has no clue on what is happening on local markets (maybe they are too busy counting their roasted coffee beans in the European HQ in Amsterdam ... and recently trying to explain to various European governments why they use a list of tricks to avoid paying regular taxes as all other companies do).

    Probably our dear Howard Schultz should travel more (he is invited to Milan for next Universal Expo 2015) to find again those fresh ideas he had when he started the business (times when he was young and did not talk of nonsense like "economical and political reasons" and "in the interest of shareholders")

    PS: by coming to Milan our dear Howard Schultz would find a few of our Italian-made Starbucks replicas called "Arnold Coffee" (http://arnoldcoffee.it/) They have 3 locations in Milan and are quickly expanding to other cities.
    I suggest he takes a seat at the first floor of the Arnold Coffee in via Orefici, near our famous Duomo Cathedral. From there he can have a good view of the all-day-long queues to get in and find a free table, the place is very popular with locals and foreigners. And he can order our espresso too.

    Business is business, if you know what you are doing. And read the right country report.
    PS do not forget to pay taxes as we all do!

    October 26, 2013 at 1:28 pm | Reply
  2. sid

    I've spent alot of money at Starbucks over the years. Guess I've just found another way to save. Keep your MUD Starbucks...

    March 25, 2013 at 7:18 am | Reply
  3. Joey at Purdue Univ

    As long as SBUX doesn't have a €10 charge just to get a table, they'll be the most popular place in town. That was infuriating, the paninis had like two thin slices of prosciutto in 'em and cost over €6 each, and I had to eat 'em on a street corner like a hobo. Florence was incredible and all (Medici bankers > papal clergy?), but the first place I went soon as I got back was McDonalds.

    O'Hare Airport is tricky, because the 1st thing outta the baggage claim to the international terminal is a McDonalds. If you don't see it, you wonder, "Does patriotism smell like french fries?"

    March 20, 2013 at 8:10 pm | Reply

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