Milk- and Dairy Alternatives

Starbucks to End Non-Dairy Milk Surcharge in US and Canada

Starbucks has announced it will eliminate its additional charge for non-dairy milk at all company-owned locations in the United States and Canada. This change will take effect November 7, coinciding with the launch of the company’s seasonal holiday menu. Customers will soon be able to customize their drinks with alternatives like almond, soy, coconut, or oat milk without incurring additional fees. 

“By removing the extra charge for non-dairy milks we’re embracing all the ways our customers enjoy their Starbucks”

According to Starbucks CEO Brian Niccol, this decision reflects a broader effort to streamline the customer experience and simplify customizations. “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,” commented Niccol.

Currently, switching to a non-dairy milk option is the second most popular customization among Starbucks patrons, surpassed only by the addition of an extra shot of espresso. The company estimates that this change will result in a price decrease of over 10% for nearly half of its US customers who currently pay for non-dairy milk in their beverages.

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© PETA

Years of advocacy from PETA

This policy change follows years of advocacy from organizations such as PETA, which has campaigned against the non-dairy upcharge since 2022. Their advocacy has included more than 100 days of protests at Starbucks’ Seattle headquarters, appeals from high-profile supporters like Paul McCartney, and a satirical ad featuring actor James Cromwell, who portrayed a fictional Starbucks executive profiting from eco-conscious customers’ willingness to pay more for vegan milk options. The ad highlighted environmental concerns, including dairy’s role in greenhouse gas emissions, and portrayed Cromwell’s character as prioritizing corporate profits over environmental impact.

“This is just one of many changes we’ll make to ensure a visit to Starbucks is worth it every time”

The elimination of the non-dairy upcharge in North America follows similar moves by Starbucks in other international markets, including the United Kingdom, Germany, and France, where fees for plant-based milk alternatives were phased out over the past two years.

Niccol, who stepped into the CEO role in August after leading Chipotle, has framed the removal of the non-dairy milk charge as part of a move to revitalize the brand’s image as an accessible and inclusive coffeehouse. He stated, “I made a commitment that we’d get back to Starbucks, focusing on what has always set Starbucks apart – a welcoming coffeehouse where people gather, and we serve the finest coffee handcrafted by our skilled baristas. This is just one of many changes we’ll make to ensure a visit to Starbucks is worth it every time.” 

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