Matcha isn’t a human right — it’s a luxury
Starbucks recently updated its pricing policy to charge extra for custom drink add-ons — and some people are furious. But let’s take a breath. This change makes sense, both economically and practically.
Starting now, scoops of matcha powder cost $1 each, extra pumps of syrup or sauce cost 80 cents, and fruit inclusions add 50 cents per serving. These aren’t ingredients found in a regular drip coffee. They’re extras — luxuries, not essentials — and like guacamole at Chipotle, they should come at a cost.
Think of it this way: You don’t expect free gym perks beyond your membership tier, and you wouldn’t expect to get premium cable channels without paying more. The same logic applies here. Extra ingredients cost Starbucks money, and with inflation pressuring margins, the company had a choice: increase prices for everyone, or just charge those who order heavily customized drinks.
Customization gone wild
The rise of custom drinks exploded during the pandemic thanks to in-app ordering. Social media only fueled the trend, with users sharing elaborate eight-ingredient drink hacks. But while these drinks looked great on TikTok, they’ve made life harder for Starbucks baristas and slowed service for everyone else in line.
CEO Brian Niccol, formerly of Chipotle (where “guac is extra” became a mantra), has made it clear he wants to bring Starbucks back to its roots. Mobile ordering and custom hacks may have boosted engagement, but they’ve also “chipped away” at the soul of the brand. Charging for add-ons is part of a broader effort to streamline service and return to a coffeehouse model that works for everyone.
People are mad — but they shouldn’t be
Yes, some customers are upset. Videos are already circulating of people complaining about their drinks jumping in price. One TikToker lamented her syrup-laden drink now costs over a dollar more. Her solution? “I might as well buy the syrup and make it at home.”
Exactly. If your daily order is now unaffordable, that’s a perfect cue to start making it yourself. Coffee at home is cheaper, customizable, and faster. For those who still want the Starbucks experience, the option is there — just know that extras have a price, as they should.
