Starbucks will be relying on Romans to embrace Frappuccino as they shop at Castel Romano.
In the end it was the surprise further-afield location of Castel Romano, which means that Starbucks will be relying predominantly on Italians, instead of tourists, as customers.
Starbucks launched in Italy in 2018, opening at Piazza Cordusio in Milan, and last October it announced plans to open more than 20 new stores by the end of 2023.
Photo credit: AngieYeoh / Shutterstock.com.
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