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Tuesday, Jul. 24, 2007 at 10:54 am

Too Much Foam in Starbucks’ Pricing

By Melissa Burdon
July 24th, 2007

starbucks_foam.jpgI just got back from my daily trip to Starbucks (SBUX). They recently installed a drive-thru window at the one near my house, so I’m pretty excited. Generally speaking, I’m not a lazy person — but time is money, my friends!

So, here’s the deal. I order the same thing every day; a tall, iced chocolate milk with a shot of almond flavor. (I know, pretty lame.) Some days, they charge me $2.91 and some days, they charge me $2.59. Initially, I just felt lucky on the $2.59 days but now when I’m charged $2.91, I cause a stink because I feel that they’re overcharging me and their inconsistency makes me feel like I’m getting ripped off.

Perhaps some of the servers have just been nice by charging me less, or perhaps they have inconsistencies in what they charge for different products. It isn’t the $0.32 that makes me frustrated — as though I’m too cheap or can’t afford to pay an extra few cents — it simply makes me feel like I’m being taken advantage of.

When we receive a piece of customer service, whether it be a nicer greeting or a discounted price, we expect this treatment consistently.

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Comments (3)

  1. I am always amazed that people buy any coffee from Starbucks -its totally awfull – how depressing that your choice for coffee is Starbucks -there is a whole world out there with coffee that is drinkable – and with a reasonable price!

  2. According to a Starbucks junkie friend of mine, some days they may just be too “lazy” to charge for the syrup, or they just want to be nice. He says he sometimes gets coffee for free, but he also goes there enough that the whole crew greets him by name.

  3. Andrew-you’re right, there are a lot of drinkable coffee, but you forget that the success of Starbucks is from their changing people’s view of coffee. They have somehow taken coffee from a bland necessity to a luxurious experience.

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Melissa is a Persuasion Analyst at FutureNow.

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