In land known for coffee, Starbucks falls short

When I learned Starbucks planned to build 650 new branches in Italy, the birthplace of coffee culture, I was a little bit baffled.

As formidable as the multinational coffee giant may be, it seemed downright audacious for them to try to beat the Italians at their own game.

It is true that these days Starbucks is a common sight in almost every major city in the world, even in my hometown, but why has it decided to expand its presence in Italy of all places?