Office Hours

The buzz: Starbucks coffee cards are a solid bottom-line pick me up

WHAT'S YOUR STARBUCKS BUDGET? ANSWER THE SURVEY BELOW

For much of the past three years, the Office Hours staff has made its daily visits to the local Starbucks store, plunking down cash for java and pastry. Sometimes the experience is more about meeting folks from area businesses, rather than the Joe.

The Wall Street Journal's story Tuesday on Starbucks highlights the chain's surprising growth in amount of money spent via card-based purchases. A key statement:

"Last year, purchases made on the (Starbucks) cards accounted for 18 percent of the company's revenue. Starbucks doesn't split the transactions by country, but assuming purchases were almost all in the United States, they accounted for 27 percent of domestic retail sales. That compares with 13 percent in 2006."

What could be driving that growth, especially as the company has been steadily increasing the costs of its drinks the past four years?  Please take this informal survey below. (Click SUBMIT after checking your answer.)

 




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