Starbucks Corp (NASDAQ:SBUX, ETR:SRB) said it will eliminate its surcharge for dairy alternatives in the US starting November 7, saving some customers up to 10% on drinks.
This move follows years of requests from customers as milk alternatives have gained popularity. CEO Brian Niccol, who joined in September, aims to reinvigorate the brand by adjusting pricing, simplifying menus, and improving customer experience.
Currently, dairy-free options such as soy, almond, coconut, and oat milk incur an additional charge for most beverages, though Starbucks already offers up to four ounces of nondairy milk for certain drinks at no extra cost.
The decision comes as Starbucks launches its holiday menu and ends its olive oil-infused drinks line.
Starbucks has faced recent criticism over the surcharge, including a lawsuit and activism by groups like PETA.