Starbucks Will Stop Charging Extra For Dairy Alternatives – CoffeeTalk

Starbucks is set to remove the surcharge for dairy substitutes, saving some US customers over 10% on their drinks. The change will take effect on November 7 and follows years of customer pleas to eliminate the extra fee, especially as milk alternatives have become more popular. Starbucks has seen its U.S. sales fall as higher prices scare away occasional customers whose wallets have already been stretched by inflation. CEO Brian Niccol said the change is just one of many changes to ensure a visit to Starbucks is worth it every time.

Substituting nondairy milk is the second-most requested customization from customers, trailing only adding a shot of espresso. The change coincides with the launch of the company’s holiday menu and the discontinuation of the chain’s line of olive oil-infused drinks. Starbucks CEO Brian Niccol joined the company in September after six years as CEO of Chipotle. His early strategic focuses include changing the coffee chain’s marketing, simplifying menus, and fixing pricing.

The surcharges for dairy alternatives can reach up to 80 cents per drink in some markets. Currently, Starbucks customers can add up to 4 ounces of a dairy substitute at no extra charge to hot or iced brewed coffee or tea, cold brew, and Americano drinks. Other drinks made with milk in the standard recipe, such as lattes, currently have surcharges.

Recently, PETA has targeted Starbucks for the nondairy surcharges, relying on stunts to call attention to the cause. In March, three lactose-intolerant women sued Starbucks in federal court, alleging that the surcharge discriminated against customers with allergies.

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