Yup, that’s right. Starbucks is officially coming to Italy! As of late 2018, Italy will become Starbucks latest conquest with a Starbucks Roastery located near Milan’s financial district.

Now, here’s the deal. If you’re reading this and can’t quite figure out how to feel about this news (is it good, is it bad? Who knows!), then stay with me, my friends, because we’re feeling the struggle too!

There are sooo many questions ready to be asked about Starbucks big plan, so let’s take a seat and talk some of them out together.

Is Starbucks really opening new stores in Italy?

Fortunately or maybe unfortunately, depending on how you feel about Starbucks, the American coffee chain is set to open its first roastery in Italy in late 2018. Confirmed by CEO, Howard Schultz, Starbucks plans to open its first set of Italian doors in the Milan financial district then plans to quickly follow the grand opening with several more smaller stores throughout Milan. As Americans like to say: go big or go home!

Why are they opening one now? What took them so long to do so?

Starbucks CEO, Shultz, actually started his dream of creating Starbucks into what is it today when he took a trip to Milan in 1983. There he was so intrigued by Italy’s rich coffee culture, that he just couldn’t resist creating a new version of it back in the United States. However, he never forgot where his dream started and since that fateful trip in 1983, he has planned to bring the Starbucks brand to Italy. A pretty cute story, isn’t it? But why didn’t this plan happen until 30 years later? According to a Starbucks spokesperson, the answer is quite simple: they delayed out of respect for the rich Italian heritage and culture that surrounds “the art of coffee”. So why finally go through with the plan to open a Starbucks in Italy now? Once again the answer is a simple one: Starbucks feels that it is now able to enter into Italy’s competitive coffee industry, believing there is a strong consumer base there. Better late than never they always say!

Will Starbucks in Italy prevail or fail?

Starbucks believes it will have a strong consumer base in Italy allowing it to have a solid platform for success. But will it really have that strong of a consumer base?  They will be entering one of the most competitive, arguably THE most competitive, coffee markets in the world, and I don’t know about you, but that doesn’t sound too promising to me. Indeed in Italy, there is a rich coffee culture well known for its love of espresso but these are normally priced a lot lower than starbucks at €1 so will it be able to compete with their more expenisve drinks? Basically, if Starbuck’s is looking for Italian success, they are going to have to do some major switching it up. If you come from a land that sprouts new Starbucks almost daily, like I do, then you might have a clue as to what I’m going to say next. Costs and customer care. Yup, those pricey cappuccinos and espressos and that politely distant customer service style are going to have to say “see ya!” if Starbucks wants to compete with other Italian cafes and coffeehouses. Your move Starbucks, will it be prevail or fail?

Are Italians welcoming the American coffee chain into their homeland?

Overall, there’s a pretty strong sense of “not really” coming from Italians. While Starbucks will likely attract foreigners and curious Italians, there is a clear implication that many Italians will be keeping their distance. To be honest, this is not that shocking of news. I mean, with a culture so deeply rooted to traditional espresso and cappuccino, it’s no surprise people aren’t going to go crazy over a Pumpkin Spice Latte.

So, what do you think? Will Starbucks be a welcome addition the Italian coffee industry? Or will it be driven out with its tail between its legs?