On July 12, Starbucks made a small price adjustment in U.S. company-operated stores. Depending on the market, customers will experience increases of 10 to 20 cents on select sizes of brewed coffee, and 10 to 30 cents on espresso beverages and tea lattes. We expect the average customer ticket to increase by about 1 percent as a result of these beverage adjustments, however, 65 percent of beverage prices have not changed.
Pricing is continually evaluated on a product-by-product and market-by-market basis in our stores in order to balance business needs while continuing to provide value to our loyal customers. We are committed to providing value to our customers in meaningful ways, including Starbucks Rewards, special in-store promotions and competitive pricing, and believe that our approach to value properly balances the experience we provide customers with our need to effectively run our business.