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Starbucks Hopes to Regain Footing With Adjusted Prices

So far, 2009 hasn't been any better for Starbucks than 2008, and the coffee giant continues to try and regain lost footing, hoping to make up for a 77 percent drop in profits last quarter. To promote value, Starbucks has announced plans to lower prices on basic drinks.

Beginning May 5, items such as the store's grande iced coffee will now retail for less than $2, giving some customers as much as 45 cents in savings. The catch? To make up for it, the coffee chain plans to increase prices on specialty drinks that are more complicated to make. Price adjustments are the latest development in a string of attempts to resuscitate sales this year. These offerings include promoting value pairings in store and tapping into the retail space with items such as instant coffee and premium ice cream. In recent weeks, Starbucks has also closed underperforming stores and announced plans to tap into the gluten-free market.

There's no question that many loyal Starbucks drinkers will be ecstatic about their morning drip getting cheaper — but I'm sure the opposite applies for steadfast specialty drinkers. What impact will this strategy have on your morning coffee break?


Join The Conversation
danakscully64 danakscully64 8 years
My sister is a Starbucks addict, but she's got it down perfectly... she can get her sandwich and drink for only about $3. She gets a tall coffee (the deal w/ sandwich) and adds non-fat milk and a shot of white mocha syrup. Rather than it costing her $4 for the drink alone, she gets the sandwich too for less. She also has the $25 discount card. I like Starbucks, but can't justify my tiny soy drink for $4.50, forget that.
tlsgirl tlsgirl 8 years
I don't actually like their coffee, so the only thing I ever get is a specialty drink. Guess I won't even be doing that anymore, although honestly I got them maybe once every 3 months anyway.
Spectra Spectra 8 years
None of Starbucks' coffee is worth the price, IMHO. Seriously, how hard is it to make ANY coffee drink? I watch them make them and it doesn't ever look that complex. Mixing some espresso with foamed milk isn't exactly rocket science. I never go to Starbucks anyway, so I guess this doesn't really affect me, but I wonder how much longer they'll stay in business.
divinedebris divinedebris 8 years
The price is not worth the calories. I'd rather make a great cup of coffee at home. Thanks.
tuscanstellina tuscanstellina 8 years
Oh wow, that is just not good business. Their more 'complicated' drinks aren't worth the price, nor the increase.
ilanac13 ilanac13 8 years
well that works for my benefit seeing as how i only order iced tea or iced coffee..nothing too fancy.
fleurfairy fleurfairy 8 years
Get lost, Starbucks! Upping the prices on coffee drinks with more than one ingredient? Good way to alienate their last few loyal customers.
aimeeb aimeeb 8 years
I loathe this place.
pharm_chick pharm_chick 8 years
i only drink the specialty drinks from starbucks once in a while so boo for this news! im sticking with dunkin donuts.
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