In fact, 12 oz 8 oz cappuccino and menu lists the same paragraph espresso coffee contains the same amount, so add a small cup of cappuccino natural taste less water, more intense mellow, the World Barista Championship will have a clear description of the taste of a cup of cappuccino in the 5 to 6 ounces best.

However, the general small cup of coffee naturally should be cheaper than the big cup, regardless of the inside ingredients is what the customer always thought. If 8 ounces and 12 ounces of a price, consumers always feel a disadvantage.

Customers have similar items, model must be more expensive, better psychological Starbucks caught in a dilemma embarrassing situation. If they want to launch small espresso without raising prices but lower prices will lead to decrease in profit margins of the coffee shop, more harm than good; contrary, if we raise the price of coffee, will be the loss of some tourists, this is every businesses are reluctant to see.

For businesses, the best case is that those who have the spending power of customers to choose expensive goods, without causing any waste of resources; those of ordinary customers in the consumer can withstand the maximum extent. Starbucks this "Man selling coffee" way is to let the same coffee to get as much profit, without the loss of low-end customers.

As for how to determine whether the customer belongs to this category, it is up to the waiter many years of work experience to identify. Experienced waiters as long as careful observation, will be able to easily determine the guests are able to accept the mellow taste, smaller capacity expensive coffee. If it is determined that the customer can accept, privately recommended mini cappuccino, recommended a large cup of cappuccino and vice versa. As a result, Starbucks will easily get rid of the price cuts will reduce the profit margin, while the prices it would lose the customer's dilemma, to make themselves stand "invincible".

A cup of coffee is not on the menu even plays such an important role, and who can imagine it? Through a variety of ways to improve the profit margin is the common pursuit of all businesses in this Game of merchants and customers, you know already unknowingly in someone else's trick?