Time for the economics lesson again. It’s the same every year this time. We get a bunch of awesome new arrivals, arrivals that people love.
But they complain about the price.
So I feel compelled to provide a some comparative metrics.
Do you drink wine? If you do, you’ll probably agree that a $10 bottle is a reasonably priced wine. An average 750 mL bottle yields about five glasses. That’s $2 per glass.
How about craft beer? Like you some good microbrew? A case of nice microbrew is about $35. That’s just under $1.50 per bottle.
Milk? You like milk? A half gallon of milk in our market is $4. Say that’s 64 ounces. So there are 8 glasses in a carton. Fifty cents per glass.
Can of Coke? 50 cents. Gatorade? About the same. Fruit juice? A little more, actually.
Now let’s talk about coffee. A pound of coffee yields about 35 cups. So let’s say you buy one of our rockstar new arrivals, like the Lajas Natural. It’s $21 a pound. Sixty cents per cup. Or let’s say you go crazy with the Panama Esmeralda at about $67 per pound – that’s $1.92 per cup. And our more traditional offerings at about $13 per pound? That’s 37 cents per cup.
I could go into a big, long explanation about why the retail prices we charge are actually reasonable. I’ll save the pixels and instead point out that no matter which other beverage you compare, the price per serving is downright reasonable.
“But grocery coffee is cheaper”, you say. Actually, it’s not. The average price of premium coffee in our market is about $1 per pound more than we charge. And, yeah, you can get cheaper coffee. That’s because it’s not good. And you know it.
Sorry to point out a painful truth, but it needed to be said.