Starbucks Raises Prices

So it's a hot summer day in the middle of July and your eye catches the shimmering green letters on the facade of a small, chic coffee shop. Just simply reading what these magical letters spell out sends a refreshing and fulfilling feeling to your body and soul. You gaze into the oh-so-familiar circular logo, with a woman in the middle surrounded by the words, "STARBUCKS COFFEE," and your car immediately changes directions to the adjacent parking lot.

You walk in smelling the sensational essence of a variety of coffee brews, while taking in the calm and collective ambiance. A feeling of sophistication and relaxation floods your mind as you watch people type away at their laptops or engage in a vibrant conversation, only getting you closer to order your favorite drink.

How about a java chip frappuccino? Maybe a light, chai tea? Tall? Grande? So many choices - all very delicious.

Yet today is different.

The register rings up not your familiar price for your delicious drink, but a price much higher than what you expected. Can this be true? Well in fact it is.

As of July 31st 2007, the company, Starbucks, has increased their prices on their well known coffee beverages and everyone is asking why.

According to The Seattle Times:

...caffeine addicts will pay an average 9 cents more for a cup of coffee at Starbucks, partly because of the rising price of the milk and whipped cream.

The increase was unexpected, given how infrequently the Seattle chain has raised prices. The last increase, which averaged a nickel, came less than 10 months ago.

Before that, Starbucks hadn't raised prices since an 11-cent increase in 2004.

The company cited rising prices "inside the supply chain," including higher dairy, fuel and energy expenses.

Dairy costs, in particular, have hurt several of the nation's largest food companies in recent months.

Indeed, it is the rising dairy costs that have contributed to such a rise in Starbucks coffee prices. Many "regular" customers may not enjoy the recent increase (perhaps remembering the good ol' days when buying your favorite coffee-infused beverage seemed like such a good deal), but will most likely continue to purchase their reliable source to stay awake at the office. However, there are many who believe such an action to be outrageous.

Having enjoyed a beverage or two from Starbucks myself, I have to admit that such a price increase did raise my attention. However, I don't feel that Starbucks will lose many of its followers and will continue to thrive as one of the most recognized coffee shops in the world.