It seems like Starbucks and a lot of other fast food chains are chasing short-term profits at the expense of long-term viability. A quick check shows Starbucks' gross profit has gone up 12% each year in the past 2 years - that's pretty significant for a stable business that isn't really changing much, and it doesn't seem sustainable. The profit of McDonald's is up 10%, 5%, and then 29% year-over-year, respectively, over the past 3 full years.
My question is - why? Isn't raising fast food prices so much to increase short-term profits an incredibly poor business decision? A major part of the appeal of fast food is low cost. If people fall out of the habit of going to McDonald's, Starbucks, etc. - which they will when they realize they can get higher-quality food/coffee/whatever at a local business for a lower cost - then I think it would be extremely difficult for these chains to win back their business.
My question is - why? Isn't raising fast food prices so much to increase short-term profits an incredibly poor business decision? A major part of the appeal of fast food is low cost. If people fall out of the habit of going to McDonald's, Starbucks, etc. - which they will when they realize they can get higher-quality food/coffee/whatever at a local business for a lower cost - then I think it would be extremely difficult for these chains to win back their business.