As I finalize my menu and move closer to a summer opening date I have done a lot of research at local shops--observing what is popular at certain times of day, transaction counts, etc. I have noticed that at locations with a great deal of foot traffic (malls, shopping centers) that almost all to-go cups ordered (in excess of 80%) were 16 oz. Customers who sat in to drink beverages overwhelmingly ordered a regular-sized (10 oz or 12oz) coffee. When I visited neighborhood-niche shops and observed the same time periods the to-go cups ordered were cut in half, but those who ordered a 12oz was nearly 80%. while the same per capita breakdown of regular-sized mug drinkers held true for the neighborhood shops.
Because of the location I am choosing (a neighborhood in the middle of a resurgence) I've elected to offer only 1 size regular coffee (12oz) and 1 size of capp and latte'. When I break down the prices it just becomes obnoxiously costly to offer 'milky' drinks without making the cost prohibitive to customers or breaking my own bank.
I do agree, from quizzing owners, that they have found it easier to stick with a menu rather than alter sizes that people have become accustomed to.
Can I share the comedy I find in reading the responses to this discussion, then reading this:
It seems that Starbucks is in disagreement with all of you as to the legitimacy of offering larger beverages. Hilarious.
good idea! where i work does a 12 oz with 2 oz espresso and 16 oz with 4 oz espresso. also we offer classic 8oz size cappuccinos, and 5 oz cortados.
for iced drinks we do 12 and 20oz though.