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Italy: consumers' opinion on Starbucks' negative aspects 2016

According to a survey conducted in 2016 among Italian consumers, Starbucks is just too expensive. The coffee chain with five stores in Italy and almost three thousand stores in Europe had a few drawbacks. Back in 2016, almost 40 percent of respondents stated that the high prices were a negative aspect, while 16 percent of interviewees claimed to prefer classic Italian cafes.

Italians and Starbucks

It could seem surprising that in Italy, Starbucks is not among the most popular coffee and tea brands. In fact, the Facebook rankings had the Italian brands Bonomelli and Italian Coffee Lovers heading the list in 2019. The reason why Italian consumers have not fallen in love with Starbucks coffee culture are multiple. Firstly, the consumption of coffee consists almost exclusively of espresso, rather than American or other types of coffee. Secondly, Starbucks is associated with products of good quality only by 72 percent of consumers.

Is Starbucks really expensive?

In 2016, a coffee purchased at Starbucks in Milan had an average price of 3.50 euros, cheap compared to Brussels or Oslo but perhaps too expensive in Italy, where the average price for an espresso in Milan 717413, even if back in 2013, was 0.97 cent.

Consumer ranking of the weaknesses of Starbucks in Italy, in 2016

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Release date

March 2016



Survey time period


Supplementary notes

* The source does not give any specification about the survey.

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