Jack Yoest, Assistant Professor Strategy, Management, and Operations in the Busch School, commented on WalletHub's "2022's Best Coffee Cities in America."
"Is coffee a commodity or a product? Expert marketers have taken the coffee bean as a commodity, where the price is the only differentiation to a value-added product with 'features' that are in great demand by consumers.
Normally product features that entice customers are those that are 'faster, better, cheaper.' Here we get two out of three. This market segment is less concerned with price and indeed sees the price as a reflection of the value they desire. High-end, high-priced coffee shops provide service and delivery, a better-tasting coffee product, at a price for the willing buyer."
Read the article, "2022's Best Coffee Cities in America."