Juan Valdez, a Colombian company named after the fictional coffee farmer used in the country's ads, plans to open 60 franchised cafes in South Florida in the next five years in a fresh attempt to challenge Starbucks on its home turf. "Americans are always interested in something new and different," says Warren Solochek, a restaurant analyst at market research firm NPD Group. In the last five years, cities like Miami, Boston and New York have seen an influx of European and Latin American brands looking to test the U.S.