Many consumers of Starbucks, notably the actress Alicia Silverstone, have voiced their dissatisfaction with the fact that the firm charges additional fees for a simple beverage replacement throughout the years. However, after a recent significant leadership change, the international coffee giant has decided to finally do away with that controversial upcharge.
Just recently, Starbucks made the announcement that it would no longer charge an additional fee for non-dairy milk. The modification will go into effect on November 7th, which is also the day that Starbucks will introduce its much anticipated Christmas menu for the year 2024.
The option to personalize your beverage and make it as unique as you are is an essential component of the Starbucks experience. The CEO of Starbucks, Brian Niccol, who was formerly the chief executive officer of Chipotle and took over the post of CEO of Starbucks in September, stated in a statement that the company is “embracing all the ways our customers enjoy their Starbucks” by eliminating the additional fee for non-dairy milks.
By default, many of Starbucks’ beverages are already made using traditional cow’s milk. It is possible for customers to substitute non-dairy milks such as almond milk, coconut milk, oat milk, or soy milk; however, doing so will result in an increase in the price of the product.
As an example, the price of a Caffè Latte at the Starbucks that I frequent in the middle of New Jersey is $5.25 when I order it without making any modifications. However, if I replace the 2% milk that it comes with with oat milk, my price would increase by an additional seventy cents.
It has been reported by Starbucks that the second most often requested customisation from consumers is the substitution of non-dairy milk in liquid drinks. To set the record straight, the alteration that is requested the most often is the addition of a shot of espresso. What this indicates is that a significant number of Starbucks consumers have been paying a higher price for their non-dairy milk substitutes. On the other hand, after the upcharge is eliminated the next month, consumers of Starbucks who had previously paid to replace alternative milk may experience a reduction of more than ten percent in their bills.
The announcement has already generated a significant amount of excitement among the Starbucks fandom.
An individual who is lactose intolerant said on Reddit, “My lactose intolerant gut and wallet are SO happy!”
“Thank God this is over!!!!!! Having spent my whole life unable to consume dairy products without experiencing terrible results, I am overjoyed,” another individual said.
Niccol, who was brought in to help revitalize the coffee giant after two consecutive quarters of sales decreases, is responsible for a number of significant changes that are taking place under his leadership. One of these changes is the increase in the price of non-dairy milk. In addition, Niccol is reducing the amount of discounts it offers, streamlining the menu (goodbye, Oleato), attempting to restore the company as a “community coffeehouse,” and putting a significant focus on delivering orders in a fast and precise manner.
Niccol was quoted as saying, “The strategy is, essentially, just making a couple powerful choices, then we’ve got to execute like crazy,” during an internal business event in September, as reported by the Wall Street Journal.