Writing for Slate magazine, Daniel Gross has a history of making sweeping generalizations based on the fortunes of the latte. This week, he's analyzing the same reports we agonized over last week: that Starbucks same-store sales were falling, because (Howard Schulz said) customers were tired of waiting in line for frappuccinos. Gross' theory is an interesting one, and he has charts to back it up: he says that Starbucks, like Whole Foods, P.F. Chang's, and Williams-Sonoma, are going through a trough thanks to the decline in the "ability and willingness" of high-income consumers to pay top dollar for a venti coconut latte; organic, farm-raised salmon; $8 lettuce wraps; and an Emile Henry pie plate in a different color for every holiday meal.

Instead, he says, these consumers are trading down to Burger King (and, one would imagine, Dunkin Donuts for coffee; Trader Joe's for slabs of frozen salmon; and Dollar General for 2/$1 pie plates). Of course, I can make charts, too, and when I add DG (Dollar General) and BKC (Burger King) to the mix, I discover that their boats are falling with the same tide that's bringing down the luxe choices. It's harder to sell things to the poor, too!

Gross' theory is this: "the cost of living well is rising more rapidly than the overall cost of living." My theory is more like, "people are getting cheaper, and that goes for all of y'all."

Economy squeezes rich: Starbucks, Whole Foods falter, Burger King benefits? originally appeared on BloggingStocks on Tue, 08 Aug 2006 14:22:00 EST. Please see our terms for use of feeds.