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Strategies & Market Trends : Surfin' the trend

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To: waverider who wrote (15)	9/27/2002 10:00:01 PM
From: Wyätt Gwyön	Read Replies (1) of 37

re: SBUX, Lance Lewis mentions in his column today that the last time coffee houses were popular in the US was back in the 1920s. i must concur with him in feeling that SBUX will have trouble maintaining demand for their rather expensive coffee drinks if the consumer retrenches seriously. i read a couple years ago that the average SBUX customer has an income of 75K; that used to be considered decent money, and might again be so considered if unemployment and mortgage rates move up above 8 percent. just one grande cappuccino a day costs about $1200 a year. that is a rather expensive habit i could see a lot of people cutting back on, even as SBUX continues to expand rapidly. however, i do admire the way they have created a whole high-margin restaurant category for themselves out of thin air, and how they have such a high market share. Lewis link: dailymarketsummary.net (subscription required)

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