La Prima is not my typical type of coffee shop. With it's stark interior, you won't find any deep armchairs to sink into, no jazz playing softly in the background and no trendy drink of the day. Frankly, I like those kind of places, but if what you want is a really delicious latte, La Prima is the place for that.
Don't expect friendly baristas... In fact, they can be downright cranky at times. Typically, service with a smile ranks high for me, but when I taste my mocha (a moka at La Prima) I really don't care if they want to scowl or smile. They produce quality coffee and you won't stand around in line while they chat or refill a pastry case. They'll craft a beautiful beverage fast and even their decaf espresso will beat a full caf beverage at Starbucks by a mile.
Expect to have a crash course in Italian since everything from the menu to the trash can is in Italian. Also expect lots of older Italian men with their top 3 shirt buttons undone eating beautifully home style pasta dishes while standing around talking (in Italian of course) at the few high top tables in the shop.