Around 2 dollars US for a medium coffee that cost them pennies. According to him, the other things they sold were there just to bring people in. Money was in the coffee because it was cheap and easy.

Medium is what, 12 ounces? Yeah I could see that. You're mostly paying for cup.

But I think you/he should look around. If you're not a fast food restaurant coffee costs a bit more than that these days, and charging 'a bit less' craters your profit margins.