Starbucks Sparks Backlash with New Customization Price Hikes

Starbucks customers are fuming over the coffee giant’s latest pricing update, which rolled out on June 24, 2025, and introduced new flat fees for drink customizations. The changes, which affect syrups, sauces, matcha, and fruit inclusions, are part of a broader effort to “standardize pricing” across stores—but many loyal fans say the move feels more like a cash grab than a convenience.

What’s Changed?

Under the new policy:

• Syrups and sauces added to unflavored drinks now cost a flat $0.80, regardless of how many pumps or flavors are used.
• Matcha powder added to non-matcha drinks costs $1 per scoop.
• Dried fruit or fruit purées (like strawberry inclusions) now come with a $0.50 surcharge.

Substituting syrups in already flavored drinks (e.g., swapping caramel for vanilla in a Mocha) remains free.

Previously, pricing for add-ons varied by location and ingredient, often leading to confusion at checkout. Starbucks says the new structure is meant to simplify the ordering process and improve transparency.

Customers Aren’t Buying It

Despite the company’s intentions, the reaction online has been overwhelmingly negative. Reddit threads and TikTok videos have been flooded with complaints, with many users threatening to take their caffeine cravings elsewhere. “I’m not paying nearly a dollar to swap syrup,” one user wrote. Another added, “Starbucks just made my $5 drink a $7 drink overnight.”

Baristas have also weighed in, noting that the new pricing has led to frustrated customers and longer lines, as people try to rework their orders on the spot.

Why the Price Hike?

The changes are part of CEO Brian Niccol’s “Back to Starbucks” strategy, which aims to streamline operations, improve consistency, and boost profitability amid slowing sales. Niccol, who joined the company in late 2024, has already made several bold moves—including removing the upcharge for non-dairy milk and eliminating the short-lived olive oil drinks.

Starbucks is also testing a new in-app feature that shows real-time pricing for customizations, hoping to reduce checkout surprises and ease the transition.