American pizza and espresso want to invade Italy

ROME — Italy has long resisted the temptations of U.S. food chains inspired by this country’s storied culinary traditions. Yet, that has begun to change with American pizza and coffee companies aiming to set up shop here.
Domino’s has two stores in Milan. Starbucks recently announced it would open a single location, also in Milan, some time next year.  And, according to Italy’s La Stampa newspaper, Pizza Hut is trying to figure out where to find a toehold.  Pizza Hut didn't respond to USA TODAY's request for comment.
For a country known for pizza, espresso and cappuccino — all inexpensive and easy to find — why do these companies think they can succeed with the American version of products every Italian grew up with and have high standards for?
“The answer is simple," said Massimiliano Rossi, a Rome-based commentator and marketing consultant. “These companies are not selling pizza. They are not selling coffee. They are selling an image. They are selling the idea of America.”

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