I'm well aware that coffee retailers often absorb the periodic wholesale price increase of beans repeatedly over time and only infrequently adjust their retail prices upward to compensate. My guess is that customers are more accepting of such increases than the average retailers thinks they might be (even if they grumble the first time they see the new price - few of them start going elsewhere.)
Given that in other industries - gasoline, food, etc. - retail prices have a tendency to change more rapidly based on commodities cost and also tend to go down when wholesale prices drop (beef and gasoline are good examples) and then rise when wholesale prices increase... have any of you ever tried... or seen another retailer experiment with... keeping retail prices at a level that builds in a certain desired percentage of gross and net profit? In other words - although there are menu boards and web site prices to change - why is it that in the retail coffee industry there's a tendency to wait, wait , wait and finally raise prices when we have to... but then no one lowers them when the wholesale prices go back down. A year or two back the wholesale price of coffee was lower than it had been a few years before yet and there have been many wild fluctuations in C price over the years, yet I don't recall ever seeing a retailer who lowered prices when the C price dropped significantly - only raised it begrudgingly after absorbing the increase for too long.
Is it just too much trouble to do this?