Word: machiatto
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Fresh from positive psych, the Starbucks sipper snags a double tall caramel machiatto (non-fat, sugar-free, obv) from her favorite cuttie barista. Inside her oversized Louis Vuitton, she carries parking stubs from Newbury Street, Chanel lip gloss, and her über-essential Treo. She’s careful not to spill on her Sevens or her chinchilla-trimmed fitted jacket; after all, she can’t look a mess at her 3 o’clock with Gino. He doesn’t give last-minute appointments to just anyone...
...complementary effect may be even more robust in the coffee trade. After Starbucks proved that plenty of customers will pay $4 for a soy-caramel machiatto, many local shops profited from selling equally fancy fare. Michael Thomas, co-owner of the Unicorn Cafe in Evanston, Ill., says that after a Starbucks opened across the street from his place in 1992, the increased customer traffic in the neighborhood helped him post his best year ever; his yearly revenues are up 40% since then. "We always felt guilty about raising prices," he says, "but Starbucks helps us do that from time...
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