I saw lots of headlines over the weekend that attempted to blast Starbucks for offering a cup of coffee that could cost as much as $7. Fortunately, I also saw plenty of commentators who seemed to have a little perspective about coffee and realized that this is not as big of a deal as some people were making it out to be. First of all, when it is common to pay from $2-5 already for a cup of specialty coffee, $7 is not that big of a jump. Secondly, if you are already into specialty coffees, you have probably either paid or seen that price at some other shops.
The specialty coffee market is like the market for wine and chocolate. Namely, as consumers become more educated about the products they’re buying and learn to tell the difference between a higher quality product (or simply a more unique one) and a lower quality product, they are going to start to see more value in the product at a higher price point. At one time, Hershey’s was synonymous with chocolate and that is all that was available to most consumers. Playing $20 or $40/pound for some frou-frou European chocolate wasn’t even an option on the table, and when they became more widely available, some consumers still shook their heads and wondered how could it be better than the inexpensive chocolate they were familiar with. Once consumers started to see the difference between the two in texture and flavor, many realized that the more expensive chocolate was more expensive for a reason.
The chocolate market is a great parallel for coffee, since some consumers will never care that their bar of chocolate came from a single plantation in Costa Rica that only produces tiny batches of beans every year. But some people will, and when you are a fan of unique chocolates or coffees, it is amazing to have those types of products available.
It goes without saying that price doesn’t necessarily mean that something will be better, or that you’ll like the taste of it personally (I’ve had plenty of lousy wines and also some rather unpleasant, but pricey, cups of coffee). But it is worth noting that not all coffee (or chocolate, or wine) is created equal and that sometimes justifies a higher price point.
Off my soapbox now…. and off to get a very good cup of coffee.
Couldn’t resist sharing a picture of this picture-perfect latte from Ritual Coffee that I picked up on a recent visit to San Francisco. In the interest of full disclosure, I will say that they don’t have my favorite coffees, but these baristas made a wonderful latte.
I can tell you with confidence that most of the coffee-drinkers in your life will not be disappointed with a holiday gift that includes a gift card to their favorite coffee shop – chain or otherwise – or a pound of some really good quality coffee beans. There are some ladies that you might want to get something a little more personal for, while keeping it coffee-related, you could easily opt for something along the lines of this very cute Take-Out Coffee Necklace. The pendant is completely handmade, from the lid down to the cardboard-like patterning on the tiny sleeve. The only thing it is missing is a tiny logo to brand it. It is made out of polymer, which is lightweight and perfect for everyday wear.
I think that this is a great little stocking stuffer and definitely something that will get lots of admiring oohs and aahs from other coffee-drinkers. It’s not going to replace anything from Tiffany, of course, but then most of us are going to the coffee shop more often than out to a formal dinner anyway.
Coffee has many wonderful properties. It can make you more alert, and there are plenty of studies that have shown that caffeine can help you to concentrate better. More recently, some researchers have found that coffee can help boost your dopamine transmission which makes your process positive words and rewards much faster. Picking up on positive words and actions more quickly makes everything seem a little brighter – in other words, it makes you a bit more optimistic and a bit happier overall.
A little bit of caffeine isn’t going to completely turn a frown upside down (and I think if you were truly having a bad day and tried to counteract it with coffee alone you would get jittery faster than you would be gleeful), but it is going to help take the edge off. I’ve experienced this myself on a rough day – but usually gave credit to just relaxing in a comfy chair at a coffee shop, rather than to the coffee itself!