到星巴克（Starbucks Co.）喝咖啡的人有可能要多付25美分了。

　　星巴克從周四起在幾個(gè)城市調(diào)價(jià)，顧客在購(gòu)買大杯、制作復(fù)雜的咖啡時(shí)要多付錢，而購(gòu)買量小、制作簡(jiǎn)單的咖啡時(shí)可以比以前少付錢。

　　在某些市場(chǎng)上，顧客要為特大杯香草味或咖啡味的法布奇諾（frappuccino）咖啡多付5美分，為特大杯摩卡（mocha）咖啡或香草拿鐵（vanilla latte）咖啡多付15美分，為特大杯焦糖瑪奇朵（caramel macchiato）咖啡多付25美分。多要一份濃咖啡或要求多加一份牛奶或果汁也需再付10到15美分。

　　不過，一中杯拿鐵咖啡或卡布其諾（cappuccino）咖啡的售價(jià)會(huì)降低10美分；在某些市場(chǎng)上，中杯熱或冰的現(xiàn)調(diào)咖啡將降價(jià)5美分。

　　雖然星巴克今年4月就透露要調(diào)整價(jià)格，但卻一直未明確予以說明。而據(jù)《華爾街日?qǐng)?bào)》所見一份星巴克最近幾天發(fā)給全美各地店員的備忘錄說，在當(dāng)前的經(jīng)濟(jì)環(huán)境下，顧客對(duì)價(jià)格變動(dòng)可能會(huì)很敏感，店員們需為此做好準(zhǔn)備。

　　備忘錄建議店員們對(duì)顧客說，漲價(jià)是經(jīng)營(yíng)成本上漲的反映，而降價(jià)則表明星巴克正想方設(shè)法提供物美價(jià)廉的產(chǎn)品。

　　星巴克在舊金山、丹弗、俄勒岡州波特蘭以及北卡羅來納州羅利的員工證實(shí)，這些城市的星巴克咖啡將會(huì)提價(jià)。星巴克的發(fā)言人奧尼爾（Valerie O'Neil）雖然拒絕透露星巴克將首先在哪些城市調(diào)整價(jià)格，但證實(shí)說，未來幾個(gè)月調(diào)價(jià)行動(dòng)將在全美鋪開。

　　奧尼爾說，漲價(jià)反映了勞工成本和原材料成本的上漲。但她也指出，此次也是星巴克有史以來第一次降價(jià)，在一些市場(chǎng)，星巴克咖啡即使?jié)q價(jià)后也依然比競(jìng)爭(zhēng)對(duì)手的咖啡賣得便宜。

　　由于經(jīng)濟(jì)衰退，星巴克最近在吸引并留住囊中羞澀的顧客方面一直頗感吃力。在截至6月28日的第三財(cái)政季度，該公司主營(yíng)業(yè)務(wù)收入較上年同期下降6.6%，由25.7億美元降至24億美元，同店銷售額則下降了5%.

　　但星巴克在這一財(cái)季實(shí)現(xiàn)利潤(rùn)1.515億美元，好于預(yù)期，該公司上年同期虧損了670萬美元。

　　不同市場(chǎng)的調(diào)價(jià)幅度也會(huì)不同，具體將取決于當(dāng)?shù)氐纳唐烦杀竞蛣趧?dòng)力成本。星巴克的上述備忘錄說，相距不遠(yuǎn)兩處星巴克咖啡店的調(diào)價(jià)幅度可能會(huì)有不同，公司直營(yíng)咖啡店和特許經(jīng)營(yíng)咖啡店的調(diào)價(jià)幅度可能也會(huì)不同。

　　星巴克對(duì)其店員們說，為了減輕漲價(jià)對(duì)顧客的負(fù)面影響，在漲價(jià)后的頭四天，他們可以采取一些變通措施彌補(bǔ)顧客承受的漲價(jià)損失，例如從收銀臺(tái)的零錢罐里拿錢給顧客。

　　Starbucks Corp. customers can expect to pay up to 25 cents more for their caffeine fix.

　　Starting in several cities on Thursday， customers began paying more for larger and more complex drinks and less for smaller and more basic drinks.

　　In some markets， customers will pay a nickel more for a venti， or large-sized， cup of vanilla bean- or coffee-flavored frappuccino； 15 cents more for a venti mocha or vanilla latte； and 25 cents more for a venti caramel macchiato. An additional espresso shot or an extra dose of milk or syrup also will cost another 10 to 15 cents.

　　However， a tall latte or cappuccino will cost a dime less， while a tall hot or iced brewed coffee will cost a nickel less in some markets.

　　Starbucks first disclosed in April that it would adjust prices， but it didn't give specifics. In recent days， memos went to baristas across the U.S. advising them to 'expect customers to be sensitive to pricing changes in this economic climate，' according to a memo reviewed by The Wall Street Journal.

　　The memo instructs baristas to tell customers that price increases reflect the increased cost of doing business and that price cuts are meant to show that the Seattle-based coffee giant is looking for ways to provide value.

　　Employees in San Francisco， Denver， Portland， Ore.， and Raleigh， N.C.， confirmed the increases in those cities. Starbucks spokeswoman Valerie O'Neil declined to identify cities where the pricing changes first take effect， but confirmed that they will roll out nationwide over the next few months.

　　She said the increases reflect higher costs for labor and ingredients. 'This is the first time we've ever lowered prices，' Ms. O'Neil said， adding that in some markets， even drinks that are increasing in price will remain below competitors' prices.

　　Starbucks has been struggling lately to attract and retain cash-strapped customers amid the recession. The retailer's net revenue fell 6.6% to $2.40 billion in its fiscal third quarter ended June 28， from $2.57 billion a year ago， as same-store sales fell 5%.

　　But Starbucks reported better-than-expected earnings for the quarter of $151.5 million versus a loss of $6.7 million a year earlier.

　　Specific pricing changes will vary by market， based on a given area's cost of goods and labor. 'There may be pricing differences between stores of close proximity and between company-operated and licensed stores，' the memo said.

　　To soften the blow for customers unhappy with the price increases， Starbucks told baristas they can use change from a change cup at the register to make up the difference during the first four days following the price hike.