Steve Montgomery

Starbucks Takes Coffee to a Whole New, Expensive Level

November 30, 2012

FROM RETAILWIRE:
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...]

Short version—I agree with Jimmy Kimmel.

Long (well not too long) version—whether I agree or not there will always be people who are willing to spend a foolish amount of money for what is perceived as a scarce item. As a marketing effort, it is very smart and effective as evidenced by the online offering already being sold out. I can't wait for the soon to be announced $10 cup.