I’ve recently read “The Undercover Economist” by Tim Harford that really blew my mind and changed that way i see things when i go for shopping at a local super market or even get my morning coffee from Starbucks.
Starbucks isn’t merely seeking to offer a verity of alternatives to customers. It’s also trying to give the customer every opportunity to signal that they’ve not been looking at the price. It doesn’t cost much more to make the cup bigger or add some whipped cream. Every single product on the menu costs starbucks almost the same to produce. By charging widely different prices for products that have the same cost starbucks is able to smoke out customers who are less sensetive about the price.
Do you know that apart from the Tall, Grande and Venti cappuccino, Starbucks has an invisible size which is not only cheaper but actually tastes better? Meet the invisible:
The Short Cappuccino
That’s the best Cappuccino (or Latte) that Starbucks actually have, its stronger, and has a better foam milk froth which you can’t actually get in larger sizes with more amounts of milk and it is cheaper! You can order your short Cappuccino at ANY Starbucks WORLDWIDE, and without an eye blink, they will get your order! Although it is never published on their menu board or even their website.
I just wanted to make sure how true is this story, i ordered one from Startbucks in kadıköy – Istanbul. The guys and the cashier definitely know what a Short cappuccino is, they got a paper cup which was hidden somehwere such that the customers can’t see, it is a third smaller than the tall but it actually tastes much better.
The Short Cappucino price is 5.50 TL, as the 6.00 TL for Tall, 6.75 TL for Grande and 8.00 TL for Venti which gives you around 200 calories before you add sugar.
The interesting part is the they did not sing my order like the Baristas always do when they take your order, they just don’t want people to hear about it!