I’m not doubting the existence of such article. I’m asking you to engage some critical thinking and not accept whatever cute, PR or otherwise “fun” narrative yo

I’m not doubting the existence of such article. I’m asking you to engage some critical thinking and not accept whatever cute, PR or otherwise “fun” narrative you read anywhere. It’s “fun” to think that Starbucks struggles in Italy is because they are dumb and didn’t realize that Italians have a long cultural tradition with coffee that’s very different than Americans. “Oh dumb Americans and dumb Starbucks. How stupid are they to try to sell espresso in the land of espresso lol”. You need to engage just a little bit of critical thinking and realize that Starbucks knew that well in advance and thought the would give it a shot anyway. Maybe they could occupy a different cultural niche just like they did in dozens of other countries with similarly rich cultural traditions around coffeeshops and coffee or tea like the Middle East and Asia.