The largest coffee chain in the world Starbucks will open premium roaster and café in Milan on Friday, Reuters reports. Now it has to convince Italians to pay more for their every-day espresso.

This is the first exit of coffee giant to Italian market, which takes fourth place in the world in regards to coffee consumption.

Standard espresso will cost 1,80 euro, which is almost twice as much as Italians pay for coffee in local cafes.

According to the company’s leaders, the price reflects premium experience that customers get as soon as they enter Starbucks coffee shop.

There are 29000 coffee stores of Starbucks around the world.

Company is planning to open standard cafes in Italy as well entering into competition with 57000 local cafes that exceed by number any other Western country.