Magazine: "Americans appear to be cutting back on their Starbucks"
After Advertising Age reporters in several different cities noticed much shorter lines at their coffee outlets, the magazine decided to commission a research firm to find out whether either New Year's resolutions or a tough economy were turning latte sippers into bean counters.The findings: 60% of Americans have scaled back on fancy or expensive coffee in the past six months; 56% report cutting back just since the beginning of the year. Upmarket coffee "just cost too damned much," said one respondent. "I don't drink as much Starbucks as I did before." Read "Consumers Skip Starbucks Coffee for Plain Ol' Joe"