This document outlines a proposed research study that will examine how the introduction of a new, higher quality coffee machine at a university impacts student coffee choices and preferences. The researcher hypothesizes that while the new machine was desired, most students will continue choosing the cheaper original coffee despite complaints about quality. Semi-structured interviews and surveys will collect data on factors like taste, price, and perceptions of indulgence versus university lifestyle that may influence coffee selection. The goal is to evaluate if the new machine faces a similar fate as New Coke by determining what guides students' coffee decisions.