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Too Much Foam in Starbucks’ Pricing

Posted By Melissa Burdon On July 24, 2007 @ 10:54 am In Customer Experience,Value | 6 Comments

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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