Also from Tony Orlando...
November 30, 2012
Starbucks, the company that convinced consumers to pay more for coffee drinks than they had ever done before, is appealing to the small luxury mindset along with the allure of limited supply to get consumers to pay $7 for a 16-ounce cup of coffee. What do you think of Starbucks' marketing of Costa Rica Finca Palmilera coffee? [more...]
Starbucks has the reputation, and the perception of being the place to go for fine coffee, and this is just an extension of their great marketing skills.
Well to do people don't mind paying for this stuff, as it makes great conversation at their fancy dinner parties. Who wouldn't want that edge in this crazy business environment? I'd love to charge $29.99 a lb. for my gourmet Braciole Lasagna, but I can't, as the marketplace will not pay me for it. Starbucks will continue to push the envelope to see what they can accomplish in the high end valued coffees.
Good for you Starbucks, as your reputation is solid with the crowd you are serving, and all of us would like to be in your shoes.