Going Like Sixty
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Starbucks thinks you should spend more on your cuppa. In Seattle they are testing a 12 oz up of “fresh-pressed” coffee at $2.50 each and calling it a premium product. “The new Starbucks drink, made in a machine that brews each cup individually, may become part of Chief Executive Howard Schultz’s plan to increase traffic in the more than 15,000 stores of the world’s largest coffee chain,” Seattlepi said. Since their regular brew is $2.25, that seems to qualify. When is the last time you paid $1.55 for anything at Starbucks? McDonald’s and Dunkin’ Donuts are cutting into their market share and this is SBUX reaction.
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Starbucks Gets Pricier, Fancier
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Brewed to Order Premium Blend
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"If they can create a better-tasting product and if they can get people to pay more for it, then you'd have the missing ingredient, which is pricing power," said Larry Miller, an analyst at RBC Capital Markets in Atlanta.
A new brewed coffee would be priced just less than the lattes and cappuccinos that are now among Starbucks' most expensive drinks. A 12-ounce cup of those drinks costs $2.55.
An $11,000 machine known as the Clover generates the new coffee. Inside, a piston rises and creates a vacuum that pulls water through ground coffee, much like a French press.
The Clover's maker says it produces a better-tasting drink because the grind, water temperature and other parameters can be set for each cup.
"Testing like this is something we do regularly," Starbucks spokesman Brandon Borrman said.
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FOUR WAYS TO REACT: vote, favorite, add more examples of Starbucks Gets Pricier, Fancier or comment about Brewed to Order Premium Blend.
| corwyn strout on Feb 19, 08 0 Trends 3 Comments |
| Premium - Premium - Premium. As Luxury has gone mainstream ...even Starbucks is looking to raise the ceiling...again. |
corwyn strout on Feb 19, 08 0 Trends 3 Comments
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