“Over the last six months a highly speculative green coffee market and dramatically increased commodity costs have completely altered the economic and financial picture of many players in the coffee industry,” says Howard Schultz, Starbucks chairman, president, and CEO. “And while many, if not most, coffee roasters and retailers began raising prices months ago, we have thus far chosen to absorb the price increases ourselves and not pass them on to our customers. But the extreme nature of the cost increases has made it untenable for us to continue to do so and we have been forced to take the steps we announced today.”
As part of the plan, Starbucks expects to maintain or lower the price of some of its most popular beverages, including certain espresso beverages and, in most markets, its popular $1.50 tall brewed coffee; and to raise prices of labor-intensive and larger-sized beverages. The company also says that it would continue to carefully monitor and evaluate green coffee prices and the possibility of raising prices in consumer packaged goods channels in coming months.
“As we navigate this challenging cost environment, we will continue to offer value options for our customers every day through our My Starbucks Rewards loyalty program and other promotions,” Schultz says.
The company also reaffirmed the outlook it provided in its third-quarter earnings call on July 21, targeting a range of $1.36–$1.41 earnings per share in fiscal 2011, which at that time reflected the then-current rise in commodity costs as well as the company's efforts to absorb a portion of those cost increases. The targeted price adjustments should mitigate the impact from more recent rising costs.