Peter Vander WallFounder driving creative community growth

The pricing lesson behind Starbucks sizes

Name: The pricing lesson behind Starbucks sizes
Uploaded: 2025-06-13T12:05:49+00:00
Duration: 47 s
Channel: Peter Vander Wall
Description: Speaker A (Peter Vander Wall) explains how presenting three sized options (small/tall, medium/grande, large/venti analog) can psychologically steer…

13 Jun 2025 · 1 min

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0:47

Speaker A (Peter Vander Wall) explains how presenting three sized options (small/tall, medium/grande, large/venti analog) can psychologically steer customer choice. He advises making the small offering extremely low-effort and low-cost, the medium the core "bread-and-butter" value-focused package, and the large a high-priced, higher-effort option that is profitable despite higher delivery cost.

Chapters

So if you go to Starbucks and you order a coffee, they'll ask you what size? Right? Tall, grande, and there's venti. We have three options. And by the way, we price these, and the way we size these options, we can actually psychologically manipulate which option most prospects are going to go for. And so that's really the thing here. If you're going to come up with a small, medium and large, make sure the small is like, so little work that it's like no big deal to offer this one call with a CPA access to you via email for just two weeks. Like, this is so small and so minimal work for you guys. The medium is kind of your bread and butter package. And so this one is where we're trying to present the most value possible. And then we've just got really good systems on the back end to be able to deliver this very easily and very simply. And then the large is going to take more work from us per additional client, but we're charging so much money that we're happy to do that work, right?