Why Italy Might Not Want Starbucks

Starbucks wants to plant its green siren in the heart of Italy’s coffee culture—Milan—but Italians aren’t rolling out the espresso cups. The plan, reportedly in its final negotiation stages according to Italy’s Corriere della Sera, aims for a Christmas opening, with even a pumpkin latte set to arrive by 2016. But many locals are gearing up to resist, seeing the move as cultural intrusion rather than coffee innovation.

In short: Yes, Starbucks is trying to enter Italy, but Italians have strong historical, cultural, and taste-based reasons to reject it—and past efforts by foreign food brands suggest they might succeed.

The American Dream That Started in Milan

The irony? Starbucks wouldn’t exist as we know it without Italy. In 1983, then-Starbucks marketing director Howard Schultz visited Milan’s Piazza del Duomo. Surrounded by historic cafés and the sounds of opera mixed with the aroma of espresso, Schultz had an epiphany: Italians had turned coffee into a way of life. He returned to the U.S. determined to bring that experience—minus the standing-at-the-bar part—to Americans.

Decades later, Starbucks has over 11,000 stores in the United States, and thousands more in Japan, the UK, Mexico… but still none in Italy. Schultz expressed interest as early as 2002, opened in Paris and Lyon by 2004, and claimed in 2006 that “Italy is on the roadmap.” Yet here we are—in 2024, Italy remains Starbucks-free.

Coffee Culture Clash: How Italians Drink (Versus Americans)

It’s not just national pride at stake—it’s a fundamental difference in how coffee is consumed. Italians drink espresso standing at the bar, often just a finger’s depth in a small cup. A typical American-style coffee, by contrast, could serve eight Italians. And then there’s the sacred rule: cappuccino is only for breakfast. Drinking milk-based coffee after a meal? Unthinkable.

Taste matters too. Schultz once described Italian espresso as “too bitter, too strong,” claiming Starbucks improved on it. But Italian coffee experts disagree. Trainer Gianluca Brizi argues that if Starbucks served its standard fare in Italy, it wouldn’t last a day. “They use different ingredients,” he says. “In Italy, coffee quality trumps brand or location.”

The Competition: McDonald’s and Homegrown Chains

Starbucks wouldn’t just be fighting tradition—it’d be up against formidable local and international rivals. McDonald’s, for example, operates 411 McCafés across Italy, 116 of them designed as cozy coffee lounge-style spaces. Locals actually like them.

Then there’s Arnold Coffee, a brand explicitly modeled after Starbucks. With six locations and 44% year-on-year revenue growth, Arnold is expanding aggressively, planning 44 more shops in five years. “When other cafés are empty, ours are full,” says co-founder Andrea Comelli. He also recalls his first American coffee experience in 2001—using a straw and burning his tongue—which didn’t exactly endear him to the U.S. style. But even he admits: if Italians ever start drinking more American coffee than espresso, Starbucks might stand a chance.

Frequently Asked Questions

Has Starbucks ever opened a store in Italy?

No, despite multiple attempts and public interest from Howard Schultz since at least 2002, Starbucks has not opened any locations in Italy. Plans have been discussed for cities like Milan and Paris, but Italy remains without a single Starbucks store as of the latest reports.

Why do Italians dislike Starbucks so much?

Italians view coffee as a deeply cultural practice, not just a beverage. They prefer traditional espresso served quickly at the bar, often standing. Milk-based drinks like cappuccino are only for breakfast, and the flavor profiles of Italian espresso differ greatly from Starbucks’ sweeter, creamier offerings. The cultural meaning of coffee in Italy makes Starbucks seem like an outsider.

What’s wrong with the way Americans drink coffee compared to Italians?

Italians typically drink small, strong espresso shots, often just a finger’s depth in the cup. Americans usually drink larger, milder coffee served in big cups. Italians also believe you shouldn’t drink cappuccino after breakfast or with meals, while Americans commonly drink larger coffees throughout the day, including after meals.

Who are Starbucks’ main competitors in Italy?

Besides traditional Italian cafés, Starbucks would compete with McDonald’s McCafés (411 locations, including 116 café-style outlets) and homegrown chains like Arnold Coffee (6 locations, growing fast). Arnold Coffee mimics Starbucks in style and product but uses Italian taste preferences and has seen strong local success.

Is Italy really that different when it comes to coffee?

Yes. Coffee in Italy is a daily ritual with strict social conventions: espresso is the norm, cappuccino is breakfast-only, and coffee is consumed quickly at the counter. The entire experience is tied to local identity, making mass-market or foreign coffee chains like Starbucks feel culturally out of place.

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