Why Starbucks Has No Stores in Italy

Imagine walking through Milan’s Piazza del Duomo in the 1980s—noticing not luxury stores or tourists, but hundreds of thriving coffee bars, each brimming with locals sipping espresso while debating politics or catching up with neighbors. That’s exactly what Howard Schultz saw in 1983, and it transformed him from a marketing director into the man who built Starbucks into a global empire.

Starbucks still has zero stores in Italy, over 40 years after Schultz’s fateful trip. Despite operating in over 80 countries, including India and Egypt, Italy remains untouched by the green siren logo.

The Birth of Starbucks’ Global Vision

In the early days, Starbucks sold only coffee beans—not brewed drinks. Schultz, then just the marketing director, was inspired during a 1983 business trip to Milan. He later wrote about seeing espresso bars lining the Piazza del Duomo, where coffee wasn’t just a drink but a daily ritual intertwined with life and conversation. This contrasted sharply with American habits, where coffee was typically a dinner-table beverage. Schultz realized coffee could be an experience, not just a commodity.

He envisioned bringing that Italian-style coffeehouse culture to the U.S., and eventually worldwide. By 2024, Starbucks had more than 11,000 stores in the U.S. alone, along with thousands more in Japan, the UK, Mexico, and beyond. But Schultz’s original inspiration—Italy—remained without a single store.

Why Italy Said No to Starbucks

Despite interest from Schultz as early as 2002, Starbucks never entered Italy. He claimed other markets were more immediately viable, but many suspect the real barrier was cultural. Schultz admitted in a 2008 memo to employees that he admired Italian coffee culture but believed Starbucks had improved upon it—a claim that didn’t sit well with Italians.

Orlando Chiari, the 78-year-old owner of Caffè Miani near the Duomo, summed up the sentiment bluntly when asked about Starbucks: “Starbuck? No, I’ve never heard of it.” Chiari and his peers serve espresso in tiny cups—just an inch high—and consider cappuccino strictly a breakfast drink. Tourists who order one after a meal are often met with raised eyebrows. In Italy, coffee is fast, strong, and taken seriously—traits Starbucks doesn’t embody.

Coffee Culture Clash: Italy vs. America

The difference runs deeper than taste. Italy’s coffee tradition was shaped by the espresso machine, patented in 1901. These machines force hot water through finely-ground coffee in seconds, producing a thick, bold shot meant to be drunk quickly at the bar. Americans, by contrast, embraced filtered drip coffee for decades before rediscovering espresso in the late 20th century.

Italians favor dark, bitter roasts—often blending in robusta beans for cost and intensity—while Starbucks builds its identity on premium-priced arabica blends. Gianluca Brizi, a coffee trainer, joked that opening an arabica-only café in Naples would likely flop. He also critiqued Starbucks after visiting 21 locations in Madrid, calling their operations efficient but lacking in true quality.

What Americans Get Wrong About Italian Coffee

Italians don’t linger over coffee with laptops or soft jazz. They drink it standing at the bar, often during short breaks: morning commutes, mid-morning pauses, or post-lunch moments. A typical coffee shop might serve 1,000 espressos daily, mostly in three rush periods. The idea of ordering a $6 flavored latte and sitting for hours would seem absurd—and yet, that’s exactly what Starbucks built its brand around.

Schultz himself acknowledged that Starbucks adapted Italian café culture by injecting Seattle-style comfort. For many customers, Starbucks isn’t about the coffee—it’s about a cozy, Wi-Fi-enabled refuge from work. That concept barely existed in Italy before Starbucks popularized it elsewhere.

The McDonald’s Exception: How McCafé Works in Italy

While Starbucks never set foot in Italy, McDonald’s did—via McCafé. The fast-food chain entered Italy in 1986 amid anti-fast-food protests tied to the “slow food” movement, yet it now operates 41 locations, with 116 offering espresso bars. McCafé serves espresso, cappuccino, and pastries, catering to locals with a more relaxed pace than traditional coffee bars.

A 2010 McDonald’s report revealed that one in five McCafé customers had never visited a McDonald’s restaurant before. Italians may criticize McCafé’s coffee, but they embrace the slower, more casual coffee-drinking experience it offers—something Schultz once hoped Starbucks could replicate in Italy.

Could Starbucks Ever Enter Italy?

Starbucks faces major hurdles entering Italy. Local coffee culture is fiercely traditional, and consumers are deeply attached to their neighborhood bars. However, the rise of tourist-focused cafés shows demand exists for a more relaxed, international coffee experience. Whether Starbucks could ever replicate its global formula in its country of inspiration remains uncertain—but the lesson is clear: Italian coffee isn’t just a drink, it’s a deeply ingrained way of life.

Frequently Asked Questions

Why doesn’t Starbucks have any stores in Italy?

Starbucks has avoided Italy since Howard Schultz’s 1983 visit that inspired the brand. Despite operating globally, the company has never opened in Italy due to cultural differences, reverence for local coffee traditions, and fear of failing in the country that inspired its concept. Schultz admitted wanting to enter but considered other markets more viable at the time.

What’s so different about Italian coffee culture?

Italian coffee culture revolves around espresso served quickly at the bar, often standing. Cappuccino is almost exclusively a breakfast drink, and coffee is consumed in small portions. Italians value strong, dark roasts and prioritize speed and tradition over comfort or customization—everything Starbucks is not known for.

Did Howard Schultz ever try to open Starbucks in Italy?

Yes. Schultz stated in interviews as early as 2002 that he wanted to open Starbucks in Italy and France, and by 2008 he confirmed plans to eventually enter the market. However, no stores have opened, and Schultz has since acknowledged admiration for Italian coffee traditions while claiming Starbucks improved upon them—a stance not well received in Italy.

What do Italians think of Starbucks coffee?

Most Italians are either unaware of Starbucks or critical of it. Many consider its coffee too mild, overly customized, or served in ways that conflict with local norms (like drinking cappuccino after meals). When asked, veteran coffee shop owners like Orlando Chiari have said they’ve never heard of the brand.

How is McCafé different from Starbucks in Italy?

McCafé has successfully introduced espresso-based drinks in Italy by integrating them into the existing McDonald’s model. Italians may not love McCafé’s coffee, but they accept its slower, more casual dining format. Unlike Starbucks, McCafé hasn’t tried to redefine Italian coffee culture—it complements it within a familiar fast-food environment.

What kind of coffee do Italians actually drink?

Italians primarily drink espresso, often standing at the bar. Popular orders include solo espresso, macchiato, and cappuccino (only in the morning). Coffee is typically dark-roasted, sometimes blended with robusta for bitterness and cost efficiency. Flavored or milky drinks outside breakfast are rare and often seen as touristy.

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