Can
Starbucks succeed in Italy?
Starbuck
announced a few days ago that it would open its first branch in Italy in early
2017. The BBC News explored if this can walk.
In Italy
you drink your espresso not just for a third of the high Starbucks prices it’s
also a whole different café culture. Mostly you have it standing ate the bar
rather than sitting at a table. When an Italian were on a vacation abroad their
friend ask 'How was the coffee?' and usually the answer is, 'Awful, of course.’.
The Italians invented the first forms of cafe houses and are prude of their café
culture. Starbucks is the American interpretation and the total antitheses of
the Italian ideal of a cafe. Many Italians are against it but "In an
international city like Milan, [I think] it can work. It will probably be full
of young people, models and foreigners in town for work," (Dany Mitzman).
The
issue in this scenario is that the Italians want to keep their own café culture.
They don’t want big chains as Starbuck ruin little private bars. Their opinions
about Starbuck are spitted. Some are supporting the idea especial because of
the free Wi-Fi that every Starbucks provides catches many costumers and tourists.
In my opinion it’s not bad having a few Starbucks in Italy but I think they should hold
on their own café culture. Starbucks is already too big and powerful but I think
it’s now problem having a few American café bars in Italy. As long they keep
the vast majority of traditional café shops.
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