
How Fast-Food Franchising Actually Works
Almost every restaurant you think of as a chain is owned by someone else entirely. What the franchisee actually buys, and why it explains the price on the board.

Menus and prices in 17 markets, 1,302 items tracked.
Starbucks has 22 products in our price index - Among the most of any brand - Because espresso drinks are named almost identically worldwide. A latte is a latte on every board we hold.
The Caramel Macchiato spans nine markets at between about $2.67 and $6.95. That is where the margin lives: entry coffee prices are compressed everywhere by competition, and the money is made one step up the board on flavoured, iced and speciality drinks.
The brand's most instructive market is Australia, where it expanded fast in the early 2000s, closed most of its stores in 2008, and rebuilt slowly. An entrenched local espresso culture defeated global scale - The clearest evidence in our data that coffee is the hardest category to win by size alone.
Each market has its own board. Prices are shown in local currency and are not comparable across rows - Use the index below for that.
| Market | Items | Cheapest | Average | |
|---|---|---|---|---|
| Thailand
THB |
16 | ฿100 | ฿153.94 | Full menu → |
| USA
USD |
60 | $2.45 | $5.41 | Full menu → |
| Singapore
SGD |
46 | S$4.40 | S$7.81 | Full menu → |
| Philippines
PHP |
102 | ₱90 | ₱194.27 | Full menu → |
| Malaysia
MYR |
94 | RM5.48 | RM15.94 | Full menu → |
| Hong Kong
HKD |
44 | HK$25 | HK$51.80 | Full menu → |
| Australia
AUD |
91 | A$2.95 | A$6.84 | Full menu → |
| Canada
CAD |
120 | C$2.25 | C$5.41 | Full menu → |
| United Kingdom
GBP |
81 | £1.80 | £5 | Full menu → |
| Ireland
EUR |
85 | €1.20 | €4.92 | Full menu → |
| New Zealand
NZD |
49 | NZ$4 | NZ$6.84 | Full menu → |
| Vietnam
VND |
107 | ₫59,000 | ₫111,215 | Full menu → |
| Cambodia
KHR |
146 | ៛2 | ៛5 | Full menu → |
| Laos
LAK |
94 | ₭27,000 | ₭88,968 | Full menu → |
| United Arab Emirates
AED |
95 | AED 7 | AED 22.32 | Full menu → |
| Indonesia
IDR |
43 | Rp 15,000 | Rp 43,628 | Full menu → |
| China
CNY |
29 | ¥23 | ¥32.93 | Full menu → |
Prices are in each market’s own currency and are not comparable across rows; for that, use the price index.
Products sold under one name in four or more of our markets, converted to US dollars at weekly mid-market rates.
| Product | Markets | Cheapest (USD) | Average (USD) | Priciest (USD) | Gap |
|---|---|---|---|---|---|
| Mocha Frappuccino | 10 | $2.72 | $4.65 | $7.08 | +160% |
| Caramel Macchiato | 10 | $2.67 | $4.83 | $6.95 | +160% |
| White Chocolate Mocha | 9 | $2.67 | $4.94 | $7.43 | +178% |
| Cold Brew | 9 | $2.43 | $3.81 | $6.26 | +158% |
| Iced Caramel Macchiato | 9 | $3.45 | $5.31 | $6.95 | +102% |
| Coffee Frappuccino | 8 | $2.43 | $4.35 | $6.42 | +164% |
| Caramel Frappuccino | 8 | $2.51 | $4.56 | $6.42 | +156% |
| Vanilla Cream Frappuccino | 8 | $2.89 | $4.55 | $7.08 | +145% |
| Java Chip Frappuccino | 8 | $3.28 | $5.02 | $7.08 | +116% |
| Vanilla Sweet Cream Cold Brew | 8 | $2.75 | $3.96 | $5.74 | +108% |
| Butter Croissant | 7 | $0.96 | $2.64 | $3.96 | +311% |
| Caffè Americano | 7 | $2.11 | $3.90 | $5.74 | +172% |
| Caffè Latte | 7 | $2.27 | $4.25 | $5.73 | +152% |
| Cappuccino | 7 | $2.27 | $4.02 | $5.73 | +152% |
| Flat White | 7 | $2.67 | $4.23 | $6.22 | +133% |
| Chocolate Chip Cream Frappuccino | 7 | $3.24 | $5.37 | $7.08 | +118% |
| Caramel Cream Frappuccino | 7 | $2.89 | $4.20 | $5.74 | +99% |
| Iced White Chocolate Mocha | 7 | $3.95 | $5.55 | $7.43 | +88% |
| Iced Caffè Latte | 7 | $3.60 | $4.81 | $5.73 | +59% |
| Caffè Mocha | 6 | $2.51 | $4.87 | $6.68 | +166% |
| Almond Croissant | 6 | $2.04 | $3.53 | $4.53 | +122% |
| Espresso Frappuccino | 6 | $3.65 | $5.13 | $6.42 | +76% |
| Iced Caffé Mocha | 6 | $4.33 | $5.52 | $6.68 | +54% |
| Chocolate Croissant | 5 | $1.19 | $3.04 | $3.96 | +233% |
| Iced Caffè Americano | 5 | $2.60 | $4.10 | $5.45 | +110% |
| Chai Tea Latte | 5 | $2.85 | $4.32 | $5.67 | +99% |
| Classic Hot Chocolate | 4 | $2.58 | $4.44 | $6.26 | +143% |
| Chocolate Cream Frappuccino | 4 | $2.95 | $4.83 | $7.08 | +140% |
| Earl Grey Tea | 4 | $1.93 | $3.40 | $4.59 | +138% |
| Iced Black Tea | 4 | $2.80 | $4.13 | $6.26 | +124% |
| Iced Green Tea | 4 | $2.80 | $4.13 | $6.26 | +124% |
| Vanilla Latte | 4 | $3.00 | $4.95 | $6.15 | +105% |
| White Chocolate Mocha Frappuccino | 4 | $3.95 | $5.16 | $7.08 | +79% |
| Hot Caramel Macchiato | 4 | $3.95 | $5.00 | $6.81 | +72% |
| White Hot Chocolate | 4 | $2.77 | $3.51 | $4.30 | +55% |
| Single Espresso | 4 | $1.94 | $2.42 | $2.94 | +51% |
| Blueberry Muffin | 4 | $3.06 | $3.46 | $3.74 | +22% |
| Iced Signature Chocolate | 4 | $3.81 | $4.06 | $4.64 | +22% |
Every item across every Starbucks menu, mapped onto our dish taxonomy.
In 1971, a modest storefront near Seattle's Pike Place Market began pouring more than just coffee. It offered a sense of place. Starbucks was founded by three friends with a shared appreciation for fine beans and a deep respect for the craft of roasting. Those early days were marked by long hours, the comforting hum of grinders, and the earthy aroma of freshly brewed blends that greeted every visitor like an old friend.
What started as a quiet neighborhood shop soon drew a loyal following. Stories passed between baristas and guests, hand-written menus on chalkboards, and the gentle clink of ceramic mugs laid the foundation for something far richer than expected. Starbucks became more than a coffeehouse; it became part of daily rituals, early morning commutes, and unhurried afternoons.
The heart of Starbucks lies in its thoughtful approach to each cup. Influenced by the vibrant traditions of Italian espresso bars and the simplicity of a well-crafted roast, the menu reflects a balance of familiarity and imagination. From the bold character of the Caffè Verona to the silky smoothness of the Flat White, every offering carries the care of those who shaped it.
Seasonal favorites and creative twists find their way alongside beloved classics, always with a focus on quality beans, precise technique, and an openness to inspiration from around the world. The emphasis is never just on what’s in the cup, but on the feeling it leaves behind - Warm, uplifting, and comfortably familiar.
At every Starbucks, there's a sense of welcome that goes beyond the front door. Tables are often shared by students and storytellers, travelers and neighbors. The spaces are designed for gathering, whether for a quiet moment alone or a long chat with friends. Regulars are greeted by name, and new faces are met with a smile.
Beyond the counter, Starbucks has deepened its ties with the communities it serves. Through partnerships, local programs, and shared initiatives, the establishment finds ways to support and celebrate the people around it. The coffee may begin the connection, but it’s the human touch that keeps it lasting.
Starbucks continues to grow, cup by cup, conversation by conversation - A familiar presence in unfamiliar places, always inviting guests to slow down, sit back, and savor the moment.

Almost every restaurant you think of as a chain is owned by someone else entirely. What the franchisee actually buys, and why it explains the price on the board.

Localisation is not adding a novelty item. It is a staged process with a predictable sequence, and the menu data shows exactly how far each market has travelled.

Menu boards are designed documents, not lists. Where the money items sit, what the ordering of panels is doing, and how to find the price you actually want.
Price reports are signed, reviewed by a person, and earn points when accepted - So they need an account. Signing in takes one tap and brings you straight back to the report.
Continue with GoogleYour email is never published. How reports work.
Discussion
Prices move and menus differ by branch - What people have seen on the ground is part of the record. Be useful, be civil.
No comments yet - Yours starts it.