Niccol said. “What we’re seeing is people, you know, they want to have a special experience, and regardless of what your income level is. In some cases, you know, a $9 experience does feel like you’re splurging. And then, what that means is we have to make it worthwhile, right?”
Starbucks’ coffee tastes burnt anyway. They call it flavor, but really it’s just there to cut the rest of the sugar syrup concoction thru call coffee.
Cheap burnt beans taste the same as expensive burnt beans. Convincing the public that charcoal was good flavor was marketing genius.