Coffee beans cut production for Starbucks prices "original sin"

Changsha reported on the 31st that the news about the upcoming price increase of American chain coffee maker Starbucks has finally become a reality. However, unlike the previous legend that the price of coffee will rise sharply, the increase in classic chocolates will be even greater, with each specification at $3. The price of drinks such as “Ice Bliss” will remain unchanged, and the price of iced shake and lemon tea will be lowered by 2 yuan. The main reason for this price increase is the increase in the cost of coffee beans.

Classic chocolate is increased by RMB 3 on Starbucks China's official micro-blog. The reporter saw a notice: From January 31, 2012, Starbucks will make slight adjustments to several beverage products in mainland China, mainly espresso coffee drinks. Freshly brewed coffee beverages will be raised by RMB 2; single milk or soybean milk will be raised by RMB 1 and only one product, Classic Chocolate, will be raised by RMB 3, in addition to other beverages, tea beverages, and foods Other commodities will remain at their original prices.

"Prices began to rise from today, mainly concentrated and modulated coffee, price increases of 1 to 2 yuan, the consumer has not yet appeared any unpleasant," Yesterday is Starbucks backgammon (21.55,0.00, 0.00%) Plaza Changsha The on-site manager Cai Bing (a pseudonym) introduced.

Cai Bing told reporters that seven varieties of concentrated and modulated coffee include latte, cappuccino, mocha, vanilla latte, caramel macchiato, and American coffee, among which caramel macchiato rose by 1 yuan, and others The gains were all at $2, while classic chocolates rose by $3. With the exception of Xing Bing Lok and other beverages, which will maintain their original prices, the price of iced shake lemon tea has been lowered by 2 yuan. The staff in the store stated that both price increases and price cuts are related to costs.

Price increases are due to operating costs Starbucks Greater China Public Relations Manager Li Jing said yesterday that specific products, prices, and the range of stores involved have all been announced in Starbucks China’s official Weibo. For the reason for this price increase, she said "it is for operating costs considerations."

According to the first quarter financial data of Starbucks in fiscal year 2012 (October 1, 2011 - September 30, 2012), total net income increased by 16% to a record of 3.4 billion U.S. dollars. However, compared with the 17.0% growth in the same period of fiscal year 2011, the operating profit margin in the first quarter of fiscal 2012 decreased by 80 basis points to 16.2%. The decrease in profitability was attributed to the increase in the cost of goods, which mainly includes products such as coffee. Increase in costs.

For this price increase, Starbucks fan Chen Jun understands that he thinks this may be in line with the trend of rising prices. If you really want to drink, you don’t care too much about this few dollars, mainly to enjoy the atmosphere. And Zhang Bolun, a senior student who is enjoying a small cup of mocha in the store, said that although the increase was not obvious, it was not the best.