For many college students at Grand Valley State University, vending machines are a go-to source for a refreshing beverage or a caffeine boost to power through the day. However, students are unknowingly paying double the cost of their selection compared to other on-campus machines.
Inconsistencies in vending machine prices mean students pay different amounts for the same beverage. In addition to the same drink costing a different amount depending on where it’s bought, prices between specific drink flavors are also inconsistent. However, vending machine snack prices are generally the same across campus.

At the Mary Idema Pew Library, a Starbucks Mocha Frappuccino from a vending machine costs $2.00. However, at Lake Michigan Hall, a Starbucks Mocha Frappuccino is $4.00– double the price of one from the library. At Lake Superior Hall, the price of a Starbucks Mocha Frappuccino increases to $4.25. Another example of a price discrepancy in vending machine drinks are fruit punch-flavored Gatorades. At Lake Superior Hall, a fruit punch Gatorade is $2.50. At Lake Ontario Hall, it is $2.75, and at Lake Michigan Hall, it is $4.00.
Even something typically inexpensive, like water, has price discrepancies dependent on location. At Lake Ontario Hall, a bottle of Aquafina water costs $2.25, but at Lake Michigan Hall, it costs $3.00. Despite these price differences, drinks like Pepsi, Pepsi Cherry and Diet Pepsi generally have the same price across all vending machines.

According to the food service director of Laker Food Co., Glen Behan, the snacks and drinks selected for on-campus vending machines are typically based on student preference, sales data, supplier agreements and dietary considerations. Wholesale costs, supplier agreements, operational expenses and market demand influence the prices of vending machine products. Product prices can also be influenced by market competition and student affordability.
Behan said the price discrepancies among vending machine products are mainly caused by inflation. As inflation increases, the cost of vending machine products simultaneously increases; however, Behan said keeping these changes consistent among the machines can be difficult.
“When inflation affects the cost of vendors, it also increases the cost of the products,” Behan said. “As a result, there is a transitional period required to update the pricing across all vending machines. The changes are made manually, one machine at a time. We strive to complete this process as quickly and efficiently as possible.”

GVSU student Aydan Rutherford said the inconsistencies go beyond price. He pointed out that some machines only accept credit or debit cards, while others only accept cash, making it challenging to plan a purchase. Additionally, he expressed frustration with the number of vending machines that are either out of order or fail to deliver a selection after taking students’ money. Rutherford also commented on the inconsistent pricing of drinks.
“I’ve seen the prices range from two flat to basically three bucks,” said Rutherford. “I honestly think it’s (drink prices) just too high and inconsistent to be the norm.”
A study by the National Automatic Merchandising Association demonstrated that location-based pricing can increase vending machines’ revenue by up to 20%. High-traffic locations tend to feature higher-priced items, as customers are generally more willing to pay extra for convenience. Vending machines located at hot spots on campus tend to feature higher-priced drinks, even if the same drink or drink flavor is cheaper elsewhere.

According to former businessman and Forbes writer Aslak de Silva, the mantra for the vending machine industry is “eye-level is buy-level,” meaning the highest profit and usually most expensive item is placed in the center of the machine. At GVSU, similar items or items from the same brand may cost different amounts depending on their position within the machine. Items sold in the middle or top row are typically more expensive than those at the bottom. Vending machines are also less susceptible to price fluctuations than traditional grocery stores or restaurants, which means they can be very lucrative for the machines’ owner. According to a 2020 survey, vending machines make roughly $309 per month.