The American chain is to open its first shop in Milan next year, fulfilling what chief executive Howard Schultz called a 30-year dream.
The long wait before entering the country, despite opening thousands of shops elsewhere across Europe, highlights the stiff competition the Seattle-based company can expect in the home of the espresso.
McDonald’s McCafe brand operates in the country, but it remains small in terms of market share. Italy’s distinctive coffee culture is based around independent cafés and bars, which account for nearly 90 per cent of the market, according to Euromonitor.
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