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" ... While a typical Starbucks coffee would cost roughly $2, the starting price for a cup of coffee at the Roastery is twice that, with prices going up to as much as $10 to $12. Even an espresso, which would go for a little over $1 in a regular Italian cafe, would be priced at double that. Starbucks coffee, made with a copious amount of milk, is also not the type that most residents would go for. Typical Italians also drink their coffee quickly at a bar, while it is the tourists who mostly occupy the tables. Given all these cultural differences, Starbucks is focusing on the local preferences, by excluding frappuccinos, and concentrating on espresso, made-to-order ice creams, and pizzas. The company is also hoping its cocktail bar will draw in customers. While it is a big risk entering the country, where it has to compete with more than 57,000 other cafes, the store may do well with younger Italians, as the company is a big enthusiast for making cafes where customers are encouraged to work and socialize. The place may also be popular with tourists. Although pretty unthinkable at the moment, given the success of Domino’s Pizza in Italy, Starbucks may actually end up doing well there. ... "