Starbucks Raises Some Prices

到星巴克(Starbucks Co.)喝咖啡的人有可能要多付25美分了。星巴克从周四起在几个城市调价，顾客在购买大杯制作复杂的咖啡时要多付钱，而购买量小制作简单的咖啡时可以比以前少付钱。在某些市场上，顾客要为特大杯香草味或咖啡味的法布奇诺(frappuccino)咖啡多付5美分，为特大杯摩卡(mocha)咖啡或香草拿铁(vanilla latte)咖啡多付15美分，为特大杯焦糖玛奇朵(caramel macchiato)咖啡多付25美分。多要一份浓咖啡或要求多加一份牛奶或果汁也需再付10到15美分。不过，一中杯拿铁咖啡或卡布其诺(cappuccino)咖啡的售价会降低10美分；在某些市场上，中杯热或冰的现调咖啡将降价5美分。虽然星巴克今年4月就透露要调整价格，但却一直未明确予以说明。而据《华尔街日报》所见一份星巴克最近几天发给全美各地店员的备忘录说，在当前的经济环境下，顾客对价格变动可能会很敏感，店员们需为此做好准备。备忘录建议店员们对顾客说，涨价是经营成本上涨的反映，而降价则表明星巴克正想方设法提供物美价廉的产品。星巴克在旧金山丹弗俄勒冈州波特兰以及北卡罗来纳州罗利的员工证实，这些城市的星巴克咖啡将会提价。星巴克的发言人奥尼尔(Valerie O'Neil)虽然拒绝透露星巴克将首先在哪些城市调整价格，但证实说，未来几个月调价行动将在全美铺开。奥尼尔说，涨价反映了劳工成本和原材料成本的上涨。但她也指出，此次也是星巴克有史以来第一次降价，在一些市场，星巴克咖啡即使涨价后也依然比竞争对手的咖啡卖得便宜。由于经济衰退，星巴克最近在吸引并留住囊中羞涩的顾客方面一直颇感吃力。在截至6月28日的第三财政季度，该公司主营业务收入较上年同期下降6.6%，由25.7亿美元降至24亿美元，同店销售额则下降了5%。但星巴克在这一财季实现利润1.515亿美元，好于预期，该公司上年同期亏损了670万美元。不同市场的调价幅度也会不同，具体将取决于当地的商品成本和劳动力成本。星巴克的上述备忘录说，相距不远两处星巴克咖啡店的调价幅度可能会有不同，公司直营咖啡店和特许经营咖啡店的调价幅度可能也会不同。星巴克对其店员们说，为了减轻涨价对顾客的负面影响，在涨价后的头四天，他们可以采取一些变通措施弥补顾客承受的涨价损失，例如从收银台的零钱罐里拿钱给顾客。Julie Jargon相关阅读星巴克第三财季扭亏为盈 2009-07-22星巴克第二财季净利润下滑77% 2009-04-30星巴克进军速溶咖啡市场 2009-02-13星巴克开始依照之前公布的计划进行裁员 2009-02-12危机当头 星巴克思变 2009-02-10 本文涉及股票或公司document.write (truthmeter('2009年08月21日12:02', 'SBUX'));星巴克英文名称：Starbucks Co.总部地点：美国上市地点：纳斯达克股票代码：SBUX


Starbucks Corp. customers can expect to pay up to 25 cents more for their caffeine fix.Starting in several cities on Thursday, customers began paying more for larger and more complex drinks and less for smaller and more basic drinks.In some markets, customers will pay a nickel more for a venti, or large-sized, cup of vanilla bean- or coffee-flavored frappuccino; 15 cents more for a venti mocha or vanilla latte; and 25 cents more for a venti caramel macchiato. An additional espresso shot or an extra dose of milk or syrup also will cost another 10 to 15 cents.However, a tall latte or cappuccino will cost a dime less, while a tall hot or iced brewed coffee will cost a nickel less in some markets.Starbucks first disclosed in April that it would adjust prices, but it didn't give specifics. In recent days, memos went to baristas across the U.S. advising them to 'expect customers to be sensitive to pricing changes in this economic climate,' according to a memo reviewed by The Wall Street Journal.The memo instructs baristas to tell customers that price increases reflect the increased cost of doing business and that price cuts are meant to show that the Seattle-based coffee giant is looking for ways to provide value.Employees in San Francisco, Denver, Portland, Ore., and Raleigh, N.C., confirmed the increases in those cities. Starbucks spokeswoman Valerie O'Neil declined to identify cities where the pricing changes first take effect, but confirmed that they will roll out nationwide over the next few months.She said the increases reflect higher costs for labor and ingredients. 'This is the first time we've ever lowered prices,' Ms. O'Neil said, adding that in some markets, even drinks that are increasing in price will remain below competitors' prices.Starbucks has been struggling lately to attract and retain cash-strapped customers amid the recession. The retailer's net revenue fell 6.6% to $2.40 billion in its fiscal third quarter ended June 28, from $2.57 billion a year ago, as same-store sales fell 5%.But Starbucks reported better-than-expected earnings for the quarter of $151.5 million versus a loss of $6.7 million a year earlier.Specific pricing changes will vary by market, based on a given area's cost of goods and labor. 'There may be pricing differences between stores of close proximity and between company-operated and licensed stores,' the memo said.To soften the blow for customers unhappy with the price increases, Starbucks told baristas they can use change from a change cup at the register to make up the difference during the first four days following the price hike.Julie Jargon