Starbucks standardizes prices for matcha and syrups
- Starbucks is standardizing its pricing for add-ins like matcha and syrups across all stores.
- The new policy includes a flat fee structure for adding syrups and sauce and extra charges for matcha and dried fruit.
- This strategy aims to improve customer service and is part of broader initiatives to revitalize the Starbucks brand under CEO Brian Niccol.
In late June 2025, Starbucks, the globally recognized coffee chain, announced significant changes in its pricing strategy for beverage add-ins, particularly matcha and syrups. This initiative is part of a broader effort to standardize pricing across its various outlets. The company revealed that it will implement a flat charge of 80 cents for any combination of syrup or sauce that customizes an unflavored drink. This new approach aims to simplify and streamline the pricing process for customers. In addition to the changes in syrup pricing, Starbucks is also implementing a $1 fee for adding matcha powder to non-matcha beverages, while dried fruit inclusions will incur a 50 cent charge. These adjustments are part of the strategic vision laid out by CEO Brian Niccol, who is seeking to revamp the coffee giant's brand image and boost overall sales. To enhance customer experience, Starbucks plans to introduce a limited trial of a new feature in its app that allows customers to see pricing changes in real-time while ordering. This feature aims to foster greater transparency in the ordering process, allowing customers to make informed decisions based on live pricing updates. Through these changes, they aim to improve customer service by making cafes more inviting places for socializing and relaxation, according to Niccol's goals. Overall, the changes reflect an ongoing commitment to evolving the coffee shop experience at Starbucks to better meet customer needs and expectations.