”Coffee, tea or me?” The title, 1967 stewardesses’ memoir, name-checked the basic airline beverage. Little did the authors know the drink would usher in a highly lucrative market, ranging from high to low price points. Around campus, caffeine is practically a food group unto itself, with coffee acting as anchor.             Tomoya Takeuchi, a post-doctorate student in mathematics, usually drinks a latte or a mocha.             “It helps keep me awake,” Takeuchi said. He usually buys his coffee at Global Village.             Lenka Hojckoba, junior in psychology, drinks coffee when she has class and is tired.             “I drink it so it wakes me up,” Hojckoba said. She prefers drinking mochas and is partial to those made at Hill of Beans in D.H. Hill.             “The coffee there is the best,” Hojckoba said. She also brews her own and drinks coffee she brought from her native country of Slovakia.             “But if I don’t have coffee [from Slovakia], I go [to Hill of Beans],” she said.             Tatiana Illova, an undecided freshman, drinks coffee because she likes it and it helps her wake up when she’s tired.             Like her friend Hojckoba, Illova likes mochas. She also frequents Hill of Beans for coffee.             “[The staff] already know[s] us there,” Illova said. She also makes Slovakian coffee on her own.             Demand for coffee has parlayed into it becoming a big business. But there are differences between different types of coffee.               Megan Pruett, manager of Royal Bean, said there are different types of roasts for coffee.             “[The degree of the roast] determines its boldness. The higher its boldness, the more caffeine it will have,” Pruett said. Pruett noted this is sometimes not the case, since a less-bold bean could be more caffeinated naturally.               Within her shop, one bean stands out in terms of caffeine voltage.             “Espresso is ground fine and brewed at a very high pressure,” Pruett said. She said it’s darkly roasted and is the darkest roasted bean that isn’t defined as coffee.             Pruett said that the customer flow varies.             “In the morning, [I] don’t [usually] see many students,” Pruett said. She said they usually buy lattes and flavored mochas on their way to classes. Salah Abdala, manager of Reverie, has a differentiation point for his business. “All the coffee here is organic and has no chemicals,” Abdala said. All the coffee is also locally roasted. He mentioned he pays international fees to have coffee shipped in. “[In terms of business], it’s good for the farmers and good for us,” Abdala said. He imports coffees from a variety of places, such as Africa, South America and Central America. Reverie carries different types of roasts as well, among them white, black and medium roasts. Abdala doesn’t think any one product has distinctively more caffeine than another. “It’s hard to say which [products have] the most caffeine, since everything has it [to some degree],” Abdala said. He noted that the shop also offers caffeine-free beverages such as tea. Abdala doesn’t see much of a noticeable difference in customer flow.                     “There’s usually a morning rush, but we stay steady all day,” Abdala said.