Starbucks eliminates non-dairy surcharge
Starbucks announced that, starting with the launch of its holiday menu on Nov. 7, the company will no longer charge extra for customizing beverages with a non-dairy milk.
“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,” said Brian Niccol, Starbucks chairman and chief executive officer.
Substituting non-dairy milk – whether its soymilk, oat milk, almond milk or coconut milk – in a handcrafted beverage is the second most requested customization from Starbucks customers, behind adding a shot of espresso, the company stated. When this change goes into effect on Nov. 7, almost half of Starbucks current customers in the U.S. who pay to modify their beverage at company-operated stores will see a price reduction of more than 10%.
“I 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,” continued Niccol. “This is just one of many changes we’ll make to ensure a visit to Starbucks is worth it every time.”
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