Shelly Banjo, Columnist

Starbucks's $10 Cup of Coffee Is Priced Just Right

Critics may laugh, but the chain's new concepts just might work.

December 8, 2016 at 5:22 PM UTC

Shelly Banjo leads the global business team for Bloomberg News in New York. A former New York bureau chief and senior tech writer, she’s covered business, finance and economics for two decades.

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It's not about the $10 cup of coffee.

Critics have derided Starbucks Corp.'s push into higher-end coffee bars, which the chain discussed in detail on Thursday, at an all-day confab with Wall Street investors and analysts. Skeptics questioned whether millennials would pony up for pricey drinks such as the $10 Nitro cold-brew coffee, which is infused with nitrogen gas. Others poked fun at descriptions of exotic beans small-batch roasted in Seattle.