If the price it pays for coffee beans continues to increase, the Coffee Shoppe will have to increase its prices  In that case, either the Coffee Shoppe will begin selling noncoffee products or its coffee sales will decrease  But selling noncoffee products will decrease the Coffee Shoppe' s overall profitability
Moreover, the Coffee Shoppe can avoid a decrease in overall profitability only if its coffee sales do not decrease
The price it pays for coffee beans cannot decrease without the Coffee Shoppe's overall profitability also decreasing.