“What Schultz did was take the Italian coffee tradition, fly it across the Atlantic, and infuse it with a Seattle approach to leisure. As a result, for many of its customers, Starbucks isn’t really in the business of selling coffee. Instead, it’s offering a place to hang out that happens to sell coffee. And the market for that in Italy—for a home outside the home, for an office away from the boss, for a place to sit and chat and read and while the day away—is very open indeed.”—Grounds Zero: A Starbucks-Free Italy - BusinessWeek
