Starbucks Remakes Its Menu


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.

The Monday New York Times Business section has the rest of the article…

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