The Mandate - Part 7

Raise Prices

"This is totally uncool!"

I agree. I wish I could stay in business at the prices we used to have. But I can’t.

There are lots of coffee shops across America that are pricing their drinks to match their biggest competitor, staying a nickel ahead or behind, depending on their philosophy. But I got sick of thinking we are so dedicated to great coffee that we can charge just a nickel less than the shop upstairs. Only a nickel less! We work hard to make the drinks right, buy better coffee at much higher prices and generally offer a superior coffee experience. So we can charge a WHOLE NICKEL MORE?

No way.

From now on our drinks are being based on what we need to be sustainable - because that word should apply to every link in the chain - irrespective of what the place upstairs charges for a drink with a similar name. We aren't out to gouge anyone, just price fairly. Some prices will go up and a few have actually gone down. We've reduced the price of our french press by a dollar because that’s where the numbers work. They squeak, but they work.

But this might be the stone that sinks the ship for a few customers. "No large-sized cup? No old, stale, stinky, busted airpot coffee? And now $2.50 for a mug o' joe!"

Still, other people are paying attention to what they are drinking now, precisely because of the pricing, looking for value. All we have to do now is make sure we give it to them.