That's mostly because competition increased, hence margin per cup had to increase. A 90% markup on a product (even when taken away) is exceptional. Yea a subsc

That's mostly because competition increased, hence margin per cup had to increase. A 90% markup on a product (even when taken away) is exceptional. Yea a subscription model could make sense, many local coffee shops struggle and end up closing doors after a while. I rather propose reducing the margin, have more people consume such Beverage out instead of home made, or worse: the vending machine at the office. But disrupting the market pricing practices is very difficult of course. I would like that, a cup of coffee without commitment, for a fifth of the current retail price, that's still a 50% markup. As a coffee shop owner, I would also like that: My counter visited by 10 times more customers, seeing happy faces for coffee at great, in fact adequate, value.