Part of its repositioning, then, involves changing any misperceptions that may linger among coffee consumers, especially regardin Starbucks's luxury image with upscale coffees and prices. Starting in-house, the company's baristas are being trained to communicate to consumers that its prices are affordable 90 percent of the drinks cost less than $4, with an average drink price under $3. And the new value-pricing with meals drives prices even lower: At $3.95, you can get a 12 ounce coffee with a breakfast sandwich.