Coffee- and espresso-machine manufactuers have seen an big marketing opportunity in the wake of today's economy, marketing their products as a way for consumers to save money as opposed to spending money every day at Starbucks and its other coffee shop competitors. How big an opportunity is this? Well, according to recent research, 43% of current Starbucks customers report they plan to brew coffee at home more often - this can only be trouble for the coffee chain. Even if some of these home machines retail in excess of $1,000, consumers have begun purchasing these machines at a much higher rate than in years past, and with good reason - instead of paying between $3 and $5 per coffee drink, each homemade coffee drink can cost as little as 40 cents.
Source:
Coffee Steeps in Value Marketing
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