Starbucks removes extra charge for nondairy milk after years of complaints, protests

After years of complaints from vegan and lactose-intolerant customers, Starbucks is no longer charging extra for nondairy milk in drinks.

This means any drink with soy milk, oat milk, almond milk and coconut milk will no longer have a surcharge starting Thursday, the company said.

The switch is part of a strategy to reverse a trend of slowing sales by streamlining its menu and recreating a more inviting coffeehouse feel at stores, the Washington Post reported.

Starbucks reported net revenue of almost $9.1 billion for the July-September period, down 3% compared with the same period last year, the post said. Net revenue rose 1 percent over the past year to more than $36.1 billion.

Brian Niccol, Starbucks chairman and chief executive officer, said the earnings results were “disappointing,” the Post said, and the coffee giant won’t be raising prices in the next fiscal year.

Substituting nondairy milk is the second most requested customization from customers, according to Starbucks, behind adding a shot of espresso.

“Almost half of Starbucks’ current customers in the U.S. who pay to modify their beverage at company-operated stores will see a price reduction of more than 10%,” the company said.

Not only was Starbucks facing pressure from vegan and lactose-intolerant customers, but the company also faced backlash from People for the Ethical Treatment of Animals, Today said.

A 2021 Change.org petition in support of the initiative garnered over 38,000 signatures.

Starting in January 2022, Today said PETA and supporters of Animal Rights Initiative protested for over 100 days straight at Starbucks’ headquarters in Seattle.

And in March, a 13-year-old boy was arrested while protesting in a Starbucks in central Florida, causing his mother to write an open letter published by PETA, Today reported.

Also in March, three California residents filed a $5 million class-action lawsuit against Starbucks over “illegal price discrimination,” saying they paid surcharges of up to 80 cents per drink, the Post said.

Then, in September, PETA’s executive vice president Tracy Reiman wrote Niccol a letter encouraging him to end the upcharge, pausing its campaign to give him time to make the change, according to Today.

The new switch affects both U.S. and Canada company-owned and -operated locations, Starbucks said, and it was timed with the launch of Starbucks’ holiday-themed menu on Thursday.

“By removing the extra charge for nondairy milks, we’re embracing all the ways our customers enjoy their Starbucks,” Niccol said. “This is just one of many changes we’ll make to ensure a visit to Starbucks is worth it every time.”

Locations in the United Kingdom got rid of the extra charge in 2022 and were joined by those in Germany and France by 2023, Today reported.

“From Pause the Protests to Done and Dusted, PETA thanks Starbucks CEO Brian Niccol from the cows and their calves, compassionate consumers, and Planet Earth,” PETA said in a statement to Today.

Niccol said his plans to reverse Starbucks’ financial situation include having baristas fulfill orders within four minutes, addressing inadequate staffing during peak hours, the Post reported, and simplifying its “overly complex menu.”

Niccol also said he would bring back self-serve condiment bars by early next year to improve service speeds, the Post said.

“We have to make it easier for our customers to get a cup of coffee,” Niccol said.