Starbucks will stop charging extra for non-dairy milk substitutes
Starbucks barista holds out a coffee cup in the background as several coffee cups with non-dairy milk options are displayed on a counter. (Starbucks)
Starbucks announced on Wednesday that it will stop charging customers for non-dairy milk beginning on Nov. 7, according to a news release.
This new policy will take place in conjunction with the launch of their holiday menu, Starbucks said.
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.
Price reduced by almost 10%
Starbucks said substitutions for non-dairy milk in beverage orders is the second-most requested customization among their customers.
The most requested customization is an extra shot of espresso.
Customers who typically get dairy milk alternatives will see a reduction of more than 10% in their drink price, Starbucks said.
Starbucks lawsuit
Back in March, a group of California residents filed a lawsuit against Starbucks claiming the coffeehouse discriminated against lactose-intolerant customers.
The lawsuit claimed Starbucks violated the Americans with Disabilities Act (ADA) by charging customers who opt for a non-dairy milk substitution in their drinks.
In expensive cities such as San Francisco and New York City, alternatives to cow milk such as oat, almond, coconut and soy milk can add up to 90 cents to a customer’s bill.
The lawsuit claims Starbucks is adding a surcharge to these products even though milk costs are comparable to lactose-free options.
Sluggish sales
Starbucks also reported on Wednesday that its revenue fell by 3% in the July-September period.
Customer traffic slowed in the United States and China and its full revenue rose less than 1%.
The company announced it would also discontinue its Oleato drinks beginning in early November in the U.S. but will remain available at some locations in Italy, Japan and China.