Starbucks announced a major menu update that will save its plant-based customers money by no longer charging a fee for substituting non-dairy milk in beverages. Nearly half of their customer base swaps cow’s milk for a plant-based substitute, making it the second-most requested customization on the menu. Starbucks CEO and Chairman Brian Niccol stated that the company aims to embrace all the ways that customers enjoy their Starbucks experience by removing the extra charge for non-dairy milks. This change will reduce prices at cafés nationwide by more than 10%.
The decision to eliminate the fee for non-dairy milk substitutions comes after years of backlash from vegans and animal activists who called out Starbucks for surcharges that disproportionately affected those with allergies and dietary restrictions. The move is also in response to a lawsuit from customers who claimed the fees were “excessively high.” Additionally, the chain will be discontinuing its Oleato items, drinks crafted with olive oil that have faced controversy since their launch last year. Starbucks is also removing the toffee nut syrup and scaling back discount and promotional offerings that contributed to long wait times.
Starbucks’ new CEO Niccol has focused on overhauling stores for more efficient service in order to improve customer satisfaction. The company aims to ensure that every visit to Starbucks is worth it, reflecting their commitment to being a welcoming coffeehouse where people gather to enjoy handcrafted coffee. Niccol expressed a desire to return to what has always set Starbucks apart and make it easier for customers to access their favorite beverages. The company’s decision to remove the surcharge for non-dairy milks reflects their dedication to accommodating diverse customer preferences.
The menu update will go into effect on November 7, marking a significant change in Starbucks’ pricing strategy. The decision to no longer charge a fee for non-dairy milk substitutions showcases Starbucks’ recognition of the importance of catering to their plant-based customers. By removing this charge, Starbucks aims to make their beverages more accessible and affordable for a wider range of customers. The move also reflects a broader shift in the food industry towards offering more inclusive and customizable options for consumers. Starbucks’ commitment to embracing all customer preferences highlights their dedication to creating a welcoming and inclusive environment for all patrons.
