Could value perception be causing the revenue decline?

According to the data, everything’s going along just fine with Starbuzz customers, except for one variable: perceived Starbuzz coffee value.

It looks like people might be buying less because they don’t think Starbuzz is a good bang for the buck. Maybe the economy has made people a little more cash-strapped, so they’re more sensitive to prices.

Let’s call this theory the “value problem.”