Don’t assume that the most “user-friendly” option is necessarily the most “desirable” for your intended audience. Translating this instant coffee machine’s interface into Dutch would’ve been well within the resources of Lavazza (or Albert Hejn, the grocery store out front of which this machine is placed).

Would seeing this machine’s interface your context’s local language make you feel any differently about it than, rather than if it were in Italian? Would you find it as desirable or delicious? Would you pay as much for a Dutch instant coffee as you would for an Italian one?

While the domain of coffee may be decisively Italian, consider the other sectors of goods and services which defined by their own lingua franca, and the consequences of ignoring expectations around expected languages.