By TMCentral Technologies on
12/30/2010 1:05 PM
I just got a cup of coffee from an unnamed restaurant, and was stunned to find it was $1.84 pre-tax (and not a designer coffee or Starbucks)! Since I did not have that much change, I paid with a debit card. With a background in restaurant management before I settled into geek-hood, I immediately began analyzing this.
The Food-COGS (Cost of Goods Sold) for a cup of coffee is generally accepted to be ~$.05-$.12 per 8 ounces so this cup would be generously valued at $.24 to produce. So far, we're good at a gross revenue of 83%. But wait, its time to put it on the good-old credit card.... for the sake of argument lets say it doesn't matter about the question of credit vs/ debit card - we'll assume a transaction fee of $.25 and 2.2% transaction for a total of $.29. That in turn means that the COGS just more than doubled to $.53 or 34%!!! Of course they are not going to just eat that cost-of-credit - they have smart people who crank their averages (I know - I used to do it!) to figure out what those transaction-fees are going to be and then adjust their whole menu-mix accordingly - what that means is whether you pay cash-or-credit, you're paying for everyone else's credit purchases!
So the next time you order that cup-'o-joe, don't forget to mentally prepare yourself for the extra .25 for all of us using plastic - its not bad, but for small products, the transaction outweighs the product!