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Ian Percy

President
The Ian Percy Corporation

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...]

MY COMMENTARY:

Ah the miracle of marketing! You just can't beat it.

So let's see. I can't count how many times I've paid $6 for a 12 ounce beer in a restaurant. So for 16 ounces that'd be about what - $7.50? A small glass of very ordinary wine can easily be ten bucks. In a hotel room a bottle of water can be $6 or $7 too. All of which with zero "scarcity." Where's the outrage? Of course a couple hours later all these investments end up in the same place.

On the other hand 16 ounces of gasoline around here is about 41 cents which actually gets you somewhere.

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