Wake up, smell the increasing coffee prices

A cup of java around campus now costs a little extra change.
Jittery Joe’s raised prices for most of its beverages Sunday.
This is the first price increase in more than two years, said Jittery Joe’s owner Bob Googe.
He said he hates the idea of raising prices for his customers, but it was necessary to keep up with the rising costs elsewhere.
“This is only the second price increase in six years,” Googe said. “We really try to hold prices down.”
Several reasons are behind the price hike.
According to Googe and signs posted at the Student Learning Center location, delivered milk prices have increased 70 percent since 2004. Three years ago, milk cost $3 a gallon. The price of milk has risen to $4.30 a gallon.
Another major cause for the price increase is fuel. Vendors are charging more for delivery with gas expenses of $2.63 per gallon, Googe said.
Expenses such as the federal minimum wage rate, beverage mixer prices, utility bills and rent also have increased, forcing Jittery Joe’s to raise prices.
“My initial reaction (to the price increase) was ‘Oh no, I hope customers will be okay with this,’” said Scott Creney, manager of the Jittery Joe’s Eastside location.
Among drinks with the highest price increases were Frosty Joes, which went up 75 cents. They cost $3.97 at the Jittery Joe’s in the SLC.
The price of iced water also increased 50 cents at this location. Bottled water increased to $1.50 and sodas to $1.55. A basic cup of coffee, however, only has increased five cents.
The price of iced lattes jumped because they now contain two shots of espresso instead of one, said Caleb Nipper, manager of the Student Learning Center Jittery Joe’s.
Jittery Joe’s has increased its prices in all locations in order to maintain fairness, Googe said.
The Jittery Joe’s shop run by high school students in the Classic City Performance Learning Center is an exception because they run their own business. Googe said they haven’t yet raised their prices and may not.
“Everyone has been pretty positive about it,” Creney said.
“I’ve only had one customer wrinkle her nose, but after I talked to her, she was OK.”
Googe, on the other hand, is less optimistic. Whenever prices increase there are usually complaints, he said.
Googe and Creney agree though, that customers are very important.
“We try to be as fair as possible,” Creney said. “We don’t try to gouge anyone.”


