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Starbucks gets away with expensive coffee in the morning — but…


When it’s early, everyone needs their morning cup of joe. That’s how Starbucks gets away with having coffee prices 38% higher than its competitors.

But new research from Bernstein shows the coffee giant could be losing out on afternoon sales as more alert consumers notice the higher prices.

“Compared to quick service restaurant competitors, Starbucks brewed coffee now sits at a ~38% price premium,” Sara Senatore, the firm’s restaurant analyst, said in a note to clients Tuesday.

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