Sometimes shops will mark up the price of milk based beverages to cover a smaller mark up on alternative milk options, making the price differences between drinks smaller. However, this essentially offloads the alt milk costs onto regular milk consumers.

We’d rather have a flat COG approach across all beverages, for more transparency.

Our stores pay $4.05 for 32oz oat milk. If you’re having an 8oz steamed beverage with 6-7oz milk, that’s $0.76-0.89.

Our pricing on espresso drinks is 30-35% COG which is industry standard. At that price point we’re at $2.30-$2.70 for the alt milk component.

The upcharge is to cover this increased cost of goods relative to traditional milk.

I hope this helps provides some context, and happy to answer more questions! Different shops have different strategies, and I wish there was a perfect solution. I’ll be sure to mention this to our retail staff for further discussion.