Starbucks, which is opening its newest store in our area on Jamieson Ave, is about to remake its menu. The new menu debuts Tuesday morning and features $3.95 price points for coffee and food. The New York Times Business section from Monday, March 2, 2009 has the scoop:
The $3.95 breakfasts — coffee and an egg sandwich, cup of oatmeal or coffee cake — represent Starbucks’ latest effort to recast itself as an affordable brand. The value meals, which Starbucks calls “breakfast pairings,” save customers $1.20. As part of a broader effort to appeal to the value-conscious, Starbucks is also offering discount cards and training its employees to suggest bags of whole beans and instant coffee to people who are cutting back on $4 lattes.
About those lattes: the company is fed up with the characterization that it only sells $4 specialty drinks. “The $3.95 price point is a backhanded way to go at the four-buck perception — it’s less than four bucks, and it’s not just a drink, but food to go with it,” said Terry Davenport, Starbucks’s chief marketing officer.