Super size my coffee cup
NEW YORK:
Why drink your morning coffee when you can swim in it? Starbucks will introduce its biggest drink size yet- the Trenta- a 31-ounce coffee cup size in May-just one ounce shy of McDonald’s largest size. The golden arches have become competition to the coffee chain, with the introduction of a cheaper coffee menu.
Starbucks’ new size offering will cost 50 cents more than the Venti size and hold seven more ounces of liquid. For the most expensive lattes, that could run up to more than $5 a pop per cup. News of the Starbucks supersize comes shortly after the company announced it was changing its logo – and expanding in ways other than cup size.
The coffee company announced last Thursday it was heading to India and partnering with India’s Tata Group to open Starbucks outlets in Tata retail locations and use Indian premium beans in Starbucks stores from Tata. Starbucks outlets will be located inside Tata retail locations and will use premium Indian coffee beans. After profits fell 97% as the economy crashed in 2008, the coffee giant reversed its business plan, hiring new management and cutting down on underperforming stores. The seemingly successful strategy helped the company end 2010 with a sharp jump in profit and revenue, with fiscal net revenue growing 9.5 per cent from the previous year.
The company has also recently tinkered with its pricing structure, by increasing prices on more labour-heavy drinks such as lattes and decreasing the price of basic coffee products.
