Word: machiatto
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Dates: during 2002-2002
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...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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