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^^^^^this. The knee-jerk reactions are heartwarming, but I'm not getting my hopes up that sales will continue to fall off for more than a few weeks. I'll be shocked if we are even still talking about this in a month.
Agreed but as one of the articles above mentioned no matter the damage done, it's a done deal. Even if people slowly come back its a consumable and it's not like people are going to drink twice as much to make up for the losses. Even a temporary drop has pretty damming consequences when it comes to earnings projections and year end performance. Those in turn have an impact of investor confidence, budgeting, credit services etc. For every locked in consumer they lose they'll have to replace them and that takes time. Dave loves his Busch Lattes, if he quits drinking them on the regular some new 22 year old consumer they manage to gain isn't going to replace that consistent purchase volume. They'll have to replace people at a 3:1 or more volume to hold the volume because those new consumers aren't likely set on a choice brand.