Starbucks focuses on more affordable enjoyment: No extra charges for plant-based milk alternatives anymore

Starbucks, the global coffeehouse chain, recently announced a strategic move to revitalize its brand: Starting November 7, no additional charges will be levied for plant-based milk alternatives such as soy, oat, almond, and coconut milk in Canada and the USA. This follows similar actions in countries like the United Kingdom, Germany, and France. The price for plant-based beverages will henceforth match that of their milk-based counterparts, making consumption more financially attractive for customers. Brian Niccol, who was introduced as the new Chairman and CEO on August 13, 2024, is taking the helm of Starbucks' renewal strategy. Previously at Chipotle, Niccol has taken on the task of addressing the overwhelming menu and long wait times and strengthening the "community coffeehouse" character of the outlets. He succeeded Laxman Narasimhan, who led the company for only 17 months. Additionally, the controversial Oleato drink, a latte with olive oil, was removed from the menu due to mixed customer reactions, including digestive properties. According to Toronto-based retail expert Bruce Winder, Starbucks is under pressure from declining sales and an inflation-weary customer base seeking more affordable alternatives. The elimination of the additional charges could also motivate other market participants to take similar steps. Another aspect of the current challenges is legal disputes: Three U.S. customers have filed a class action lawsuit against Starbucks due to the previous charges, alleging that they violated the civil rights of lactose-intolerant or allergic customers. Similarly, a Canadian law firm is investigating a nationwide class action.