23 Feb '12, 8pm

What is the right price for a cup of coffee? An article by SCAA Executive Director Ric Rhinehart:

What is the right price for a cup of coffee? An article by SCAA Executive Director Ric Rhinehart:

Over the past two years the rising cost of coffee (and almost everything else) has us asking: What is the right price for a cup? As a trade association we cannot and will not recommend a price for a cup or a pound, but we can explore how coffee retailers can and should arrive at their own pricing decisions. First of all retailers should know that there is nothing new or groundbreaking about the paradigm for pricing—everything here has been said before. An article 20 years ago would have laid out the same fundamentals of pricing as it relates to business. But then again, 20 years ago most Americans had never had a cappuccino, most of us probably had more money in our 401K, the price of coffee was less than half of what it is today, and banks were still lending money. Which still leaves us with: What is a reasonable cost for a cup of coffee? Before one can answer the basic p...

Full article: http://www.scaa.org/chronicle/2012/02/15/the-price-is-rig...

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