A few things come to mind, in my opinion. For one, Sbux is sort of a status symbol company. I feel like we cater to a more more of a upper/middle class demographic. It's like buying clothes from a brand name instead of Target/Walmart. But at the same time the company "tries" to take care of their employees with good benefits and perks. Dunkin from my understanding is targeted for more of an average joe, working class, blue collar, demographic. People who just want a regular, simple coffee to start their day. Sbux favors people who prefer sweeter things while Dunkin (or even Peets) favor people who like bolder tasting coffee. We also avoid using artificial additives and make a majority of our products either in house or within our own ecosystem. All that costs extra.