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Buyer Behavior Group Project

Starbucks Co.

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EXECUTIVE SUMMARY

Starbucks is a global company that has made a strong name for itself in the coffee industry. Starbucks offers a variety of products from coffee to muffins in their trendy settings. As one of the most influential brands, brand loyalty plays a major role in the buying habits of Starbucks’ market segment. Starbucks market segment consist both of men and women between the ages of 18-35. Consumers are typically college students or business professionals who are searching for a quick fix. The Single 1 stage is the dominant stage in the market segment given that it contains young unmarried adults who are career oriented that has a disposable income to spend on leisure items. This marketing plan will break down all the components that go into creating this successful business. Internal as well as external factors will be looked at in terms of what kinds of obstacles Starbucks faces on a daily basis.

The company positions its products in such a way that consumers perceive Starbucks products as being better then its competitors. A strong promotional strategy needs to be in place as well. A great product may exist, but if the product is not being communicated to consumers the sales will not be there. Starbucks provides multiple locations, some with drive-through service in order to offer convenience to their customers.

Starbucks is not your cheap bottom of the line coffee brand. Instead Starbucks is seen as an indulgence. Starbucks offers contemporary products, such as frappochinos and lattes that often correlate with social status. The moderately high priced drinks and snacks are thought of as a quality product that is worth the extra cost. The prices range from $1.30 for a small tea, to $4.30 for a large frappachino. However, these sizes are referred to as a tall, for small and venti, for large, adding to the European influenced atmosphere.

Starbucks values the customer. Every step in this marketing plan is imperative for a successful business. Starbucks is a great company to follow and mimic its operations for the reason that they have been so successful.

COMPANY INFORMATION AND BACKGROUND

Mission, Goals, and Objectives

Starbucks opened in 1971 and was created by Jerry Baldwin, Zev Siegel, and Gordon Bowker. The store was originally called Starbucks Coffee, Tea, and Spice located at Pikes Place Market in Seattle (Thompson & Gamble). Starbucks’ website explains that “Starbucks is named after the first mate in Herman Melville’s Moby Dick” (). Starbucks is known as the world’s #1 specialty coffee shop and has around 10,000 stores in more than 30 countries. Starbucks offers an extensive product line and sells some of its products at grocery stores. Seattle’s Best Coffee and Torrefazione Italia are also owned by Starbucks. Last year, Starbucks earned $6,369.3 million in revenue (Starbucks Corporation Overview). According to CNN Money, Starbucks is ranked #338 in the 2006 ranking of Fortune 500 companies. Starbucks is ranked third in the food services industry due to its high annual revenues (“Fortune 500”). Starbucks is known as one of “the best 100 companies to work for,” and was ranked fourth as one of the “Worlds Most Influential Brands” ().

Starbucks values its employees and strives to ensure a respectful and excellent work environment. The company believes in creating high quality products that satisfies every customer. Starbucks strives to build personal relationships with customers by providing excellent service and quality, and by providing a place for customers to relax. Starbucks understands that it is important to remain profitable to stay successful in the future. Starbucks states that its mission is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.” Starbucks is concerned with environmental issues and it is developing and using environmentally friendly products. The company’s environmental mission is that “Starbucks is committed to a role of environmental leadership in all facets of our business ().

Starbucks’ goals are remain profitable and to produce social, environmental, and economic benefits worldwide. The company strives to provide excellent working conditions for coffee farmers and all Starbucks employees. Environmental protection is also imperative to Starbucks in order to make a difference. The company’s objective is “to establish itself as the most recognized and respected brand in the world” (). To implement this objective, Starbucks plans to expand its retail and specialty operations, and introduce new products while developing new channels of distribution (Business Summary). According to the article, “Starbucks’ Goals Rely on Quantity, Quality,” Costa Rica’s former agriculture minister explains, “If someone wants to get business with Starbucks, you have to think, breath, live, and sleep quality” (Batsell).

Business Structure

Starbucks is a corporation. The article “Corporations and LLCs,” defines corporation, “The Corporation is considered an artificially created legal entity that exists separate and apart from those individuals who created it and carry on its operations” (Corporations and LLCs). In 1982, the three owners of Starbucks hired Howard Shultz to head the company’s marketing. The owners decided to sell the company in 1987. Howard Shultz decided to purchase Starbucks Coffee, Tea, and Spice along with other investors. Howard Shultz was 33 years old when he became the President and CEO of Starbucks. When Howard Shultz bought Starbucks, the company became Starbucks Corporation (Thompson & Gamble). Currently, Howard Shultz is the company Chairman and Jim Donald is the President and CEO of Starbucks. Starbucks owns around 6,000 stores and offers licensees and franchises to run additional stores worldwide ().

Competition

Although, Starbucks is the #1 specialty coffee shop, it competes with many other coffee chains. Starbucks’ top competitors are Caribou Coffee, Diedrich Coffee, and Dunkin Donuts (Starbucks Corporation Overview). Other competitors include Second Cup, New World Coffee, Coffee People, Coffee Station, and Java Centrale. Starbucks also competes with popular coffee manufacturers including Kraft General Foods, Procter & Gamble, and Nestle. Kraft owns the brand Maxwell House, and Procter & Gamble owns the Folger’s brand. These manufactures distribute coffee products through supermarkets (Thompson & Gamble).

MARKET SEGMENTATION

In order for any business to be successful they must identify the target market they are attempting to sell to. With a market segment in mind, Starbucks is able to better predict the wants and needs of their potential customers.

External Influences

Starbuck’s is a business that is applicable to a diverse group of people. However, Starbucks considers itself the “third place – a place between work and home” (Ubigau). Starbuck’s appeals as a place to obtain a tasty and refreshing coffee drink, along with a place for social gathering. The market segment of Starbucks is the suburban young adult and the professional businessperson on the go. The demographic of this market segment is males and females between the ages of 18-35. Coffee products are generally linked to corporate jobs or college students; therefore many of Starbuck’s consumers have a college degree. The consumers of Starbuck’s are middle class that has an average income that allows them to have enough disposable income to spend on moderately priced coffee drinks and snacks. Different stages in the household life cycle have various consumption patterns of Starbucks products. The stage Single 1 is the most dominant stage in the market segment because it contains young unmarried adults who are career oriented and has disposable income to spend on leisure items. Many people in Starbuck’s market segment may also be in the Stage of Young Couples, with no children. However, as you move into later stages, the consumption of coffee decreases. For example in the Full Nest II stage, consumption would decrease because middle aged married couples with children at home are not as likely to spend money on coffee or want coffee due to the children’s wants and needs. In most cases, the individual is able to purchase Starbuck’s products without any influence from family or friends due to the fact that it is not an expensive item nor difficult to dispose of.

Internal Influences

Starbucks provides different needs to different people. For the busy professional, Starbucks products are delicious, affordable and easily transportable goods that may be used for the need of hunger, craving, or caffeine. In addition to the need set provided to the professional, the young contemporary individual may see Starbucks as a trendy location to converse and gather with friends. Due to Starbuck’s wide variety of drinks and snacks, the Starbuck’s consumer is able to personalize their purchases in order to match the customer’s need set.

There are several emotions that may affect the purchase and consumption of coffee. If a potential consumer is tired they may seek Starbuck’s for caffeine in order to get an energy boost. Or if someone is stressed out they may purchase a tea to ease their mind. A customer could also be celebrating something and may purchase a frappachino or dessert as a reward. Consequently, Starbucks are able to fill the needs of different people in different situations.

Situational Influences

Starbucks consumption is appropriate in many different situations. In some cases, it is not just the type of person that affects purchase behavior, but the environment around them. Physical surroundings such as the décor influence please to go and stay at Starbucks. The Starbucks located on York Road across the street from Towson University has several couches and tables that allow you to be comfortable for long periods of time. Some customers may choose to do homework or read the paper while enjoying their product, which may lead them to purchase more since they remain in the location for a long period of time. The lighting is soft and intimate, promoting a gentle atmosphere for light conversation or study time.

Temporal perspectives are situation characteristics that deal with time. Starbucks has capitalized on the need for fast delivery and access by adding a drive thru at several locations. For example, the Towson location allow customers to drive up to a speaker, order their product, and pick it up at a window within minutes. This feature attracts many customers who are on the run and do not have a lot of time to wait in line or get out of their car. In addition, Starbucks in Towson opens at 6AM, which allows customers of most job types to stop by Starbucks before work, giving them ample time to purchase Starbucks products.

Decision Process Influences

Starbucks has over 11,000 locations in the U.S. and is planning to expand to 30,000 stores nation wide (Reuters). Therefore, they are the leading brand and coffee shop out of all chains and independent coffee vendors, making brand loyalty of customers, which is a major advantage. Potential consumers compare the sweet taste of Starbucks products to regular brewed coffee, and often choose the more expensive delectable alternative. Starbucks has a reputation for producing delicious products that makes the coffee drinking experience more of an indulgence than a routine.

PRODUCT POSITION

There are a couple key features that Starbucks possesses that create a strong value proposition that enables customers to perceive the company in a certain manner. Starbucks product position is one of high quality and high value. Consumers are willing to pay $3.50 for a cup of coffee for a reason. Starbucks is an extremely popular brand and people are willing to pay more for their products because of brand loyalty, brand awareness, status consciousness, and social factors. Starbucks is a place for people to meet and socialize with one another.

One other reason consumers are willing to pay premium prices for Starbucks is because they have exceptional customer service. The friendly staff employed at each Starbucks contributes to the fun and vibrant atmosphere of the store. An ideal cup of coffee for a consumer would have just the right taste, temperature and freshness. Starbucks brews its coffee at a degree that makes it the perfect temperature for immediate consumption, which is beneficial for consumers hurrying off to work in the morning. Another factor that allows Starbucks to have such a positive product position is that consumers have a perception of Starbucks coffee tasting better than its competitors. Regardless of whether or not this is true, it is what the target audience of Starbucks perceives. Looking back at the targeting segment of this paper, one can see that Starbucks targets higher income individuals who are status conscious. Starbucks customers are loyal to the brand and are repeat customers. Starbucks is able to communicate the brand in such a positive way that it influences consumers positively into thinking that it is one of the best coffee retailers. Because this company has such a strong brand image, it will impact the long-term success of the brand as long as Starbucks continues to create this desired position.

PRICING

External Influences

Starbucks focuses on conspicuous consumption. They want their customers to constantly choose Starbucks brand coffee whenever they are craving a café style beverage. This conspicuous consumption could be considered a learned behavior. As the customer continually chooses Starbucks brand over another coffee brand, they are choosing it because of the luxury that Starbucks exudes as added value.

Our target market varies greatly. Many different types of people consume Starbucks daily. Starbucks gives the customer a European café experience, where they can sit back, relax, enjoy the environment around them all the while they sip their beverage. One segment of the market has an expendable income. This is because this market makes a significant amount of money in order to afford the pricey costs of Starbucks on a daily basis. Others within the market want to sample the brand of Starbucks, at all costs. Starbucks has become a designer coffee brand; this is due to them maintaining their pricing above the market rate of a cup of coffee. Also, many members of their target market are not individuals with expendable incomes or people who just desire to have the Starbucks brand. This other segment is of people who recognize the name, and just would like coffee so they shop there. Their income is flexible depending on their reasoning behind their purchase on that particular day.

Starbucks will not lower their prices under any circumstances. Their price is a reason why people choose Starbucks over another brand. They want their customers to desire and consume a luxury coffee, not just your average cup of Joe from the coffee shop around the corner. Starbucks will not offer temporary price reductions in order to induce a product trial. Starbucks brand is well known enough, that people will either choose to purchase it or not. Many people sample Starbucks everyday. There is no need to offer free samples in order to increase product sales, as long as Starbucks picks a good location for their store, they will not need to offer promotions to draw people in.

Many people in the household evaluate the price of Starbucks. The direct consumer of the product evaluates it, because not only are the spending their money on the product; they actually get to enjoy it. The purchaser of the product evaluates how much the particular item at Starbucks is worth. In their head, they weigh the pros and cons of the higher price of the luxury brand. Additionally, they evaluate if their money is well spent or if they are wasting it on luxury coffee.

Internal Influences

Starbucks is a status indicator. People who consume Starbucks exhibit that they have money to purchase and consume an expensive brand. This status shows other consumers that “I am drinking Starbucks; I have money to enjoy a luxury beverage.” Consuming Starbucks is an attention grabber. Their distinctive brand name, image and logo have popularized its status.

The economy is not a relevant to the Starbucks lifestyle. Starbucks consumers do not generally try to minimize purchases; this is because they want to exude an expensive lifestyle. They either have the money to purchase the product, or they save up their money in order to be able to exude the lifestyle and then purchase it.

Price is an important aspect to Starbucks. They charge above the market rate because it allows them to prove that they are more desired and a luxury brand that people aspire to purchase. Starbucks’ competitors generally price far below Starbucks. Coffee has never been a commodity item before. It has always been something that is easily and relatively cheaply priced. Starbucks has designed its product line to be something that all other coffee shops desire to have. Most stores that sell coffee focus on other products as well as their coffee. No other coffee shops offer the variety that Starbucks offers.

Starbucks feels that the population segment that purchases Starbucks believes that their pricing is somewhat overpriced, yet it is the name and brand that they are really buying, thus they do not care that they are spending an additional dollar for the Starbucks brand.

Situational Influences

The role of price does occasionally vary with the situation. The consumer’s decision on whether or not to purchase the Starbucks brand is determined by whether or not they feel that they want to spend (on average) $3 for a cup of coffee, when they can spend about $1 (on average) everywhere else. Many times consumers choose Starbucks because they have extra money in their wallet and they want to splurge. Other times consumers has very little flexible spending money so they choose a different brand based on price solely.

Decision Process Factors

Price is used as an important evaluation criterion. Whether or not the consumer has the money to purchase the product that moment, ultimately determines the success of the business. Price is definitely used to serve as a surrogate indicator of quality. Starbucks wants consumers to believe that their high prices mean better quality and a better product that you cannot find anywhere else.

Consumers are definitely likely to respond to in-store price reductions. Starbucks rarely alters their prices. The only time their prices differ is when it comes to the specific location of that particular Starbucks. In New York City, a Tall (Starbucks lingo for small) Caffe Latte may cost $3.25, where at the Towson University Starbucks it costs $2.65. Online the price list of all the different varieties of their coffees does not list their prices. Also, when approaching the local Towson University Starbucks for a menu/pricing sheet, they stated that they none are available, and to refer to any of their prices online; which does not list prices. Each Starbucks location is priced differently based upon the average income levels of the target market in that region.

To see a complete pricing sheet of the entire current product line (as of 4/26/06) at the Towson University Starbucks on York Road, please refer to Appendix A.

DISTRIBUTION STRATEGY

External Influences

Starbucks segments value the environment, while also being conscious of the luxury brand Starbucks offers. Starbucks focuses on these values while distributing their coffee around the world. They use recyclable cups and biodegradable lids so that their luxury consumer enjoy their coffee with an environmentally safe mindset.

The different populations within the segment all have deferring views on distribution. Male and females distribution tactics do not vary; both segments want their Starbucks when they want their Starbucks. Working couples, single parents, and single individuals would want Starbucks to be at many different locations in order to meet their convenience so that they could purchase Starbucks wherever their location is at that moment. This segment has a high demand for Starbucks in varying locations at all times, thus distribution strategy needs to be high for this market.

Many of the different reference groups can definitely serve as a means for individuals with common interests to come together. Starbucks space is often used for business meetings, people on the go who just want to relax, a social venue- with which to hang out and meet up with friends, or just a place where you can find peace and quiet with your cup of Starbucks along with your laptop (due to their wireless Internet available at most U.S. locations).

Starbucks products offer a very diverse product line of a variety of coffees, teas and blended drinks. High service channel is not necessarily required in ordered to ensure diffusion of the product. But Starbucks uses high level of customer service with all of its customers. They do this by giving the customer the opportunity to customize and personalize all beverages that are made to order.

Internal Influences

Starbucks uses their retail stores as almost their entire outlet of enhanced product position. They market themselves by placing as many Starbucks as possible at as many locations as possible. This way their name is constantly on the consumers mind and they can more easily distribute their product due to their enhanced popularity.

All of the different segments like the type of distribution that Starbucks does. This is because all of the segments can agree that if they want coffee and they want Starbucks, they like that they will not have to travel very far to find one. With thousands of locations, Starbucks’ popularity is growing more and more each day.

Situational Influences

Starbucks’ distribution system does not vary with the situation. Starbucks believes in positioning themselves in as many locations as possible, so that people can enjoy Starbucks no matter where they are. Additionally, many Starbucks locations have longer hours than the local coffee shop around the corner. The Starbucks at Towson University is open till 11 p.m. every night, to meet the demand of the influx of college students who will purchase coffee later at night, for a little boost later in the evening.

Decision Process Factors

Starbucks is a retail outlet that sells various café style beverages to meet their consumers’ tastes and preferences. Consumers will seek information about this type of outlet, by finding out information on the different varieties of coffee beverages Starbucks offers, along with their competitors. Customers do this for the reason that they like to compare Starbucks to other rival brands. An everyday Starbucks shopper is very loyal to the brand.

Consumers use location to evaluate Starbucks retail outlet. If all things are approximately equal, the consumer will generally select the closet store. They do this by using the retail gravitation model. This model is used to calculate the level of store attraction based on store size and distance from the consumer. The distance or travel time to a store is assumed to be a measure of the effort, both physical and psychological to a reach a given retail area.

The outlet is selected by using the brand first, and the outlet second. This is done because consumers recognize Starbucks’ brand name. This brand name is essentially how Starbucks has built its empire. Consumers know they want a Starbucks coffee, and they will find the closet Starbucks outlet location to their current location. Starbucks has saturated the market by putting as many locations as possible in their target market area.

PROMOTION STRATEGY

Starbucks promotion strategy is astounding for the reason that Starbucks does not directly promote its products, such as a Latté or Frappucino; instead Starbucks promotes its products through other efficient mechanisms. In spite of this, Starbucks does not portray a need to use a direct promotion strategy for its products given that Starbucks banks on consumers carrying around its products in “Starbucks cups” as a way of promotion. Walking advertisements has been and continues to be an excellent promotional method for companies like Starbucks, Nike and other companies. In addition to walking advertisements, there is no additional cost to the company for the promotion of its products.

Starbucks came to the realm that television promotion of its products was unnecessary in the spring of 2005, which was the last year when they aired a commercial. Simultaneously Starbucks had two primary commercials airing from May to July. The commercial slogan was, “Bring on the Day” that portrayed a typical morning where individuals would wake-up to start their day. Several consumers currently do not remember this advertisement do to extinction. Furthermore, the commercial implied consuming Starbucks’ Double-Shot Espresso individuals would receive more than sufficient energy, motivation and confidence to go on with their day. Moreover, the commercial illustrated an individual going to work in corporate America, which is a desired achieved status for several but not all Americans.

Starbucks has several locations all around the world including 49 stores in a 20 miles radius within the Towson area. Several of these stores are company-operated coffeehouses and others are licensed locations, which are destinations in malls and grocery stores like Giant and Safeway. As a result, it raises the probability and possibility of consumers buying their products on the spot when they see someone else with Starbucks. They may crave Starbucks and make a purchase all due to the walking advertisement.

Nonetheless, Starbucks does have some promotion strategies, such as currently promoting the movie “Akeelah and the Bee.” For Starbucks to promote this movie so heavenly they must have product advertisements within the movie, such as a Starbucks store, cup, or other products. Additionally, Starbucks has other “in store” promotions. The “Black Apron” promotion is where an expert coffee maker makes a particular drink for consumers. Other “in store” promotions include items, such as gift cards, mugs, coffee equipment, CDs, and coffee.

External Factors

Starbucks customers are people of diverse ethic, income, and age groups with varying taste and interests; therefore, they are not likely to have a conscience of shared values. In spite of this, some values and beliefs that most consumers share are the importance of hard work, self-esteem, happiness, safety, education, leisure activities (e.g. sports, music, etc.), desire of status, self respect, and prestige to name a few. In addition, there are some aspects to not consider when using promotional strategies, such as race, religion, and politics for the reason that consumers will either agree or disagree with the issue at hand.

It is imperative to display non-verbal communication to consumers when promoting products. These non-verbals should be portrayed in commercials where the communication is obvious, such as happiness, smiling, and the sense of satisfaction to reach consumers. Moreover, references groups will not have a strong effect on consumers given that Starbucks does not directly advertise; however, if a consumer sees an other individual with an achieved status that they desire they may considered purchasing the product. For example, if that consumer sees a successful businessperson on WallStreet with a Starbucks cup it may affect their purchasing decision, yet if Donald Trump drinks Starbucks coffee in a commercial does not necessarily mean that consumers will do the same, and it will not have the same effect as the businessperson on WallStreet given that Mr. Trump is given money for endorsing the product.

Internal Factors

Starbucks promotion is designed to reach consumers on an impulse buying level; therefore, it neglects a large segment of consumers. However, Starbucks hopes that the consumers’ impulse buying transforming into low involvement buying where the consumer purchases Starbucks due to its brand equity. Starbucks no longer uses the various media channels, such as television, radio, Internet, and print media (newspapers) to promote products. More than less Starbucks uses both classical collective learning because every time the potential consumer sees an individual with a Starbucks cup they want, desire, or crave Starbucks. As a result, they will build up a tolerance for Starbucks and develop a low involvement decision making process for the product. Consequently, Starbucks has been successful with a direct promotional strategy via commercial advertisement; however, there currently strategy is extremely effective and cost efficient.

PRODUCT

Starbucks has a very strong product line that offers variety to its customers. Not only does the company supply beverages, Starbucks offers an extensive line of retail products as well. All Starbucks products are tagged with the company logo and they represent the high quality reputation that is present. One may only think of coffee when hearing the word Starbucks, but there is much more that comes with this business. A breakdown of the product line shows the extensiveness of its product offerings.

The types of beverages that Starbucks offers are both diverse and unique. The basic drink the company offers is coffee. There are a total of 32 different types of coffee beans and they are separated into five categories according to the geographical region they are located in. Depending on the location, the coffees vary in aroma and flavorings. Each week, Starbucks stores select a different coffee of the week. All the various types of coffees are available, but only one is selected and featured each week.

Not only does Starbucks offer regular coffee, they offer Espresso, Frappaccino’s®, Classic Favorites, and Tazo® teas. Espressos and Frappaccino’s® can be purchased in hot and cold forms and come in multiple flavors such as mocha, vanilla and caramel. Tazo® tea is a popular selection for customers who do not like coffee. In addition, there is a whole line of Starbucks ice cream products sold in grocery stores. Finally, for those who do not like caffeine or tea, there are hot chocolate and seasonal products such as apple cider and a gingerbread drink.

In addition to Starbucks beverages, the company also has a line-up of retail products ranging from Starbucks coffee mugs to books, CD’s and board games. They also sell food and desserts allowing customers to get a full experience when they enter a Starbucks store.

REGULATIONS

Starbucks follows a series of regulations in order to ensure the security and satisfaction of the customer. Starbuck’s is committed to environmentally sound policies and they follow through with this by being dedicated to their environmental mission statement. Which is the following:

• Understanding of environmental issues and sharing information with our partners

• Developing innovative and flexible solutions to bring about change

• Striving to buy, sell and use environmentally friendly products

• Recognizing that fiscal responsibility is essential to our environmental future

• Instilling environmental responsibility as a corporate value

• Measuring and monitoring our progress for each project

• Encouraging all partners to hare in our mission.

In addition, Starbucks adheres to a strict temperature policy ensuring that the warmth of a coffee drink is within comfortable standards. Starbuck’s also prints a warning label on their containers in order to prevent lawsuits. In addition uses recycled products in order to promote environmental concerns.

CUSTOMER SATISFACTION AND FEEDBACK/RECOMMENDATIONS

Starbucks strives to provide the “highest status of excellence” with the production and presentation of their products. Every aspect of the company works towards exceeding expectations of its customers. Starbucks is known for having great customer service. The Starbucks experience is unique and stands out above the competition. Brand equity is achieved because the brand is valued above and beyond the actual product. A high level of quality is always present in each and every Starbucks store.

References

Batsell, J. (2004, September 20). Starbucks’ goals rely on Quality, Quantity. Retrieved April 28, 2006, from

Business Summary. Retrieved April 27, 2006, from

Corporations and LLCs. Retrieved April 24, 2006, from

Fortune 500. Retrieved April 28, 2006, from

http://

Reuters. (2006) Starbucks Could Become No. 1 Food Chain. Retrieved April 18, 2006

from

Starbucks Corporation Overview. Retrieved April 21, 2006, from

Thompson, A. & Gamble, J. Starbucks Corporation. Retrieved April 24, 2006, from

Ubigau, J. (2002) Company Response: Starbucks Corporation. Retrieved April 12

2006 from

Appendix A: Pricing Sheet

|Name of Product |Tall |Grande |Venti |

|Tea Latte | | | |

|Chai Latte |$2.90 |$3.30 |$3.55 |

|Brewed Hot Tea | | | |

|Green Tea |$1.30 |$1.70 |$1.85 |

|Black Tea |$1.30 |$1.70 |$1.85 |

|Herbal Tea |$1.30 |$1.70 |$1.85 |

|Iced Tea | | | |

|Shaken Iced Tea |$1.45 |$1.70 |$1.95 |

|Shaken Lemonade Iced (in Green or Passion Tea) |$2.30 |$2.65 |$2.95 |

|Classics | | | |

|Hot Chocolate |$2.35 |$2.60 |$2.85 |

|Vanilla Crème |$2.35 |$2.60 |$2.85 |

|Kids Drink |$1/ 8oz. | | |

|Espresso (hot or iced) | | | |

|Espresso |$1.45- Solo |$1.75- Doppio | |

|Espresso Macchiato |$1.50- Solo |$1.85- Doppio | |

|Caffe Americano |$1.85 |$2.15 |$2.50 |

|Caffe Latte |$2.65 |$3.20 |$3.50 |

|Caffe Mocha |$2.95 |$3.50 |$3.75 |

|Carmel Macchiato |$3.00 |$3.60 |$3.85 |

|White Chocolate Mocha |$3.35 |$3.90 |$4.20 |

|Vanilla Latte |$2.95 |$3.50 |$3.80 |

|Cappuccino |$2.65 |$3.20 |$3.50 |

|Coffee | | | |

|Hot Coffee |$1.50 |$1.70 |$1.80 |

|Shaken Iced Coffee |$1.85 |$2.15 |$2.50 |

|16 Cup Traveler |$12.00 | | |

|Frappucino | | | |

|Blended Coffee | | | |

|Carmel |$3.30 |$3.80 |$4.30 |

|Mocha |$3.10 |$3.60 |$4.10 |

|Coffee |$2.75 |$3.25 |$3.75 |

|Caffe Vanilla |$3.10 |$3.60 |$4.10 |

|Java Chip |$3.30 |$3.80 |$4.30 |

|Light Option | | | |

|Carmel Light |$3.30 |$3.80 |$4.30 |

|Mocha Light |$3.10 |$3.60 |$4.10 |

|Coffee Light |$2.75 |$3.25 |$3.75 |

|Caffe Vanilla Light |$3.10 |$3.60 |$4.10 |

|Blended Crème | | | |

|Strawberries and Cream |$3.30 |$3.80 |$4.30 |

|Vanilla Bean |$2.75 |$3.25 |$3.75 |

|Double Chocolate Chip |$3.30 |$3.80 |$4.30 |

|Green Tea |$3.30 |$3.80 |$4.30 |

|Seasonal Special | | | |

|Blackberry Green Tea Frappucino |$3.30 |$3.80 |$4.30 |

|Extras | | | |

|Malt |$0.50 | | |

|Silk or Soy Milk |$0.40 | | |

|Espresso Extra Shot |$0.55 | | |

|Syrup- Carmel, Toffee Nut, Cinnamon, Valencia, Raspberry, |$0.30/each | | |

|Almond, Hazelnut and Vanilla | | | |

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