星巴克斗膽在意大利開店了，情況略尷尬

Starbucks Corporation had a homecoming of sorts last month.

上個月星巴克公司衣錦還鄉

After more than 30 years of global expansion and domination , the coffee giant opened its first store in Italy, the birthplace of espresso, and the country that inspired former CEO Howard Schultz to grow the company from a sleepy local roastery to the ubiquitous chain of cafes it is today.

星巴克全球擴張並取得控制權30年之後，在意大利開了第一家分店，意大利是濃咖啡的發源地，也正是這個國家給了前任首席執行官霍華德·舒爾茨靈感，把這家公司從一個不起眼的當地烘焙工坊發展成了現如今無處不在的咖啡連鎖店。

Starbucks' opening location in Milan isn't just an ordinary store. The company cut the ribbon on its third Roastery in the world, revealing the latest iteration of what Schultz has called "the Willy Wonka of coffee."

星巴克在米蘭開的不僅僅是普通的咖啡店，它在世界上開第三家烘焙工坊時就預示着舒爾茨稱之爲“咖啡中的威利·旺卡”的新時代的到來。

Like the roasteries already open in Seattle and Shanghai, the Milan roastery showcases every step of the roasting process, showing off the "theater of coffee" that has always appealed to Schultz. 

米蘭的這家烘焙工坊和已經開設在西雅圖和上海的一樣展示每一步烘焙過程，炫耀着已經深深吸引舒爾茨的“咖啡戲劇”。

The Milan location also has special features like a one-of-a-kind 22-foot bronze roasting cask, a unique bar on the mezzanine with more than 100 cocktails on the menu, homemade gelato made with liquid nitrogen, and Princi baked goods.

米蘭的烘焙工坊也有一些特色，比如獨一無二的22英寸的銅烘焙桶、一個提供100多種雞尾酒的獨特夾層吧檯、液氮製成的家庭製作冰淇淋和普林奇烘焙食品。

And aficionados showed up for the fanfare, as the roastery drew capacity crowds at its opening with about 200 people lined up around the block, waiting to enter the store that Friday.  

這家店迎來了衆多的癡迷者，一開業就爆滿，週五當天整個街區約有200人排隊等待進店。

Starbucks' entry into Italy may be the brand's biggest test yet, especially at a time when growth has slowed in many of its markets around the world.

星巴克進駐意大利可能是目前該品牌最大的考驗，尤其是在其全球業務發展緩慢的時期。

After all, cafes are ubiquitous in Italy -- the country has about 57,000 of them, one for every 1,000 people -- and Starbucks is also charging nearly double the prices of its independent competitors.

畢竟在意大利咖啡館無處不在，約有57,000家，平均每1,000人就佔有一家咖啡館，而星巴克的售價幾乎是其競爭者的二倍。

Prior to the Milan opening, various news outlets reported that Italians were skeptical of the coffee chain's entry.

米蘭店開業之前各種媒體就報道說意大利人懷疑這個咖啡連鎖店要進駐意大利。

The Local Italy, an English-language news site based in Italy, said readers widely panned the decision, with 87% of survey respondents saying they were against the new Starbucks. 

意大利的英語新聞網站《The Local Italy》稱讀者都不贊成這一決定，87%的受訪者稱他們討厭這家新開的星巴克。

One reader compared it to opening a Taco Bell in Mexico.  

一個讀者還把它比作是在墨西哥開一家塔可鍾（美國提供墨西哥式食品的連鎖餐飲品牌）。

Conde Nast Traveler found Italians similarly puzzled by Starbucks' entry, insisting that espresso anywhere else in the country would be better and that the practice of taking five to 10 minutes to drink an espresso standing at a cafe bar was a sacred ritual in the culture.

《康德納特斯旅行家》雜誌發現意大利人對星巴克的進駐十分困惑，堅持說意大利任何地方的濃咖啡都比星巴克的好，而且花5-10分鐘在咖啡館的吧檯站着喝一杯濃咖啡在當地文化中也是很神聖的一個儀式。

Then there's the question of pricing. Starbucks will charge 1.80 euros for an espresso, nearly double the single euro that Italians pay at their local bars. Starbucks believes the price reflects the premium experience the roastery offers, but many Italians balked at the higher price.

還有價格的問題，星巴克一杯濃咖啡要價1.80歐元，差不多是意大利人在當地咖啡館花費的1歐元的二倍。星巴克相信這個價格體現了該烘焙工坊提供的高端服務體驗，但很多意大利人卻嫌這個價錢貴。

（翻譯：菲菲）