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Starbucks' Italian Dream Comes True, But It Is Not Cheap

Published on Sep 6 2018 2:35 PM in A-Brands tagged: Starbucks / Coffee / Italy / Milan / Paywall

Starbucks' Italian Dream Comes True, But It Is Not Cheap

Starbucks, the world's biggest coffee chain, will realise its chairman's dream on Friday when it opens an upmarket roastery and cafe in Milan, but the test will be to convince coffee-obsessed Italians to pay more for their daily espresso.

The store will be the Seattle-based giant's first foray into the Italian market, the world's fourth-largest consumer of coffee, and comes 35 years after chairman emeritus Howard Schultz visited the country and was inspired to set up his own cafe chain.

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