Starbucks CEO Talks $9 Coffee
Yahoo reports:
As Americans struggle with the price of gas and groceries, Starbucks CEO Brian Niccol made the case for a $9 cup of coffee while speaking with The Wall Street Journal’s What’s News AM podcast.
“We’re doing really well with Gen Z and millennials, and then really had strong performance across all income cohorts,” Niccol said. “It can start with as little as $3 for a traditional cup of coffee. And then obviously you can build your way into all sorts of customized drinks that people love that move that ticket up.”
“You know, we’re not seeing that in our business,” Niccol said. “What we’re seeing is people, you know, they want to have a special experience, and regardless of what your income level is. In some cases, you know, a $9 experience does feel like you’re splurging. And then, what that means is we have to make it worthwhile, right?”
PHOTO: Gema Saputera, Unsplash