Starbucks changing how it charges for extra syrups, matcha powder
All the changes apply to company-operated stores in the U.S. and Canada
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Starbucks Corp. is simplifying how it charges for drink modifications, a change the company said will result in better value for customers.
Starting this week, the coffee chain is charging a flat fee of 80 cents for any combination of sauces and syrups, no matter the number of pumps. Previously, the cost could vary depending on the flavor of the sauce or syrup, or the type of drink it was added to.
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A Starbucks spokesperson said it will be free to add or substitute any sauce or syrup to a pre-flavored drink, such as adding vanilla syrup to a mocha beverage. Classic syrup can also be added free to any drink.
Other extras will be priced by the portion. Additional matcha powder now costs $1 per scoop, while chai concentrate is priced at 80 cents per serving, and dried fruit rations are 50 cents each. There are some limits — the cost of extra matcha scoops won’t be higher than getting a matcha drink in the next largest size. All the changes apply to company-operated stores in the U.S. and Canada.
Separately, the company is testing a feature on its mobile app with some customers that will show them price changes while they are modifying a beverage, rather than waiting until checkout.
Chief Executive Officer Brian Niccol has been working to reverse a sales slump at Starbucks since he took the helm in September. He has said that complicated pricing was a hurdle for customers who wanted to know upfront how much they were paying.
Niccol is also focused on speeding up service, making cafes more comfortable and revamping the chain’s menu.
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