Nov. 7: Big price change coming at Starbucks
Starbucks said its customers will no longer be charged extra for their soy, almond, oat or coconut milk preference in their beverages.
The company announced it is making this pricing change starting on Nov. 7 for drinks made with these non-dairy milk options.
What this means is that almost half of Starbucks’ current customers in the US who pay to modify their beverage at its company-operated stores will see a price reduction of more than 10% on beverages made with non-dairy alternatives.
“Core to the Starbucks experience is the ability to customize your beverage to make it yours. By removing the extra charge for non-dairy milks, we’re embracing all the ways our customers enjoy their Starbucks,” Brian Niccol, Starbucks chairman and CEO, said in a statement.
The company acknowledged that non-dairy substitute in one of its handcrafted beverage is the second most requested customization from Starbucks customers, behind adding a shot of espresso.
Niccol, who became Starbucks’ new CEO in early September, said he made a commitment that “we’d get back to Starbucks, focusing on what has always set Starbucks apart – a welcoming coffeehouse where people gather and we serve the finest coffee handcrafted by our skilled baristas. This is just one of many changes we’ll make to ensure a visit to Starbucks is worth it every time.”
Another change it recently announced was the decision to drop olive-oil infused coffee drinks (which never really took off) in early November.
Niccol takes over the helm at a time when Starbucks needs to correct a string of challenges that include declining sales and visits to its stores, GenZers gravitating to other beverages such as Boba Tea, an uninspired food menu, and customer dissatisfaction with the overall in-store experience that includes long wait times for drink orders to be ready.