EXCERPT:
NICCOL: "What we’re seeing is people, you know, they want to have a special experience. And regardless of what your income level is, in some cases, you know, a $9 experience does feel like you’re splurging, and then what that means is we have to make it worthwhile, right? And in other cases, people believe, well, this is a really affordable premium experience, because they're saying, like, 'Well, it’s less than $10 and I get a really premium experience.' So, regardless of where you’re stationed in those income cohorts, we want to make that experience worth your while. And what we know is what’s definitely something that drives that value is to be able to have a great seat, have a great moment of connection with a barista."