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New Starbucks CEO Brian Nicoll was already worried about high prices. Now tariffs have suddenly added a bitter ingredient to his plans [Fortune]
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He has vowed to reduce wait times for service, and he simplified the shop's menu, while encouraging in-store customers to linger over ceramic mugs But the top reason customers say they're going to Starbucks less often is its high prices, according to recent research from Deutsche Bank analysts. And controlling prices may have just gotten a lot more difficult for Nicoll. Yesterday, President Donald Trump announced sweeping new tariffs , placing high taxes on imports from dozens of countries and a baseline tariff of 10% on all imports to the U.S. The president hopes his drastic actions will nudge businesses to buy supplies from American producers and make products in the U.S.. For coffee retailers like Starbucks, however, the levies will be impossible to dodge given that less than 1% of coffee consumed in the country is made domestically. Starbucks imports coffee from more than 30 countries, including Vietnam , which was hit with one of the highest tariffs at 46%. As such, the c
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