Starbucks CEO Defends Up Of Coffee Costing $9, Says You’re Paying For The ‘Experience’
Starbucks CEO Brian Niccol has defended the ridiculously high cost of the company’s drinks, specifically referencing $9 coffees.
In interviews with The Wall Street Journal and CNBC, he argued that customers are paying for a “premium experience” rather than just a beverage…
Starbucks CEO defends a cup of coffee costing $9
— Wall Street Apes (@WallStreetApes) May 1, 2026
He says the customers needs to just not think about it as a $9 cup of coffee, you’re paying for the “experience” of getting a Starbucks coffee
“In some cases a $9 experience does feel like you're splurging, and then what that… pic.twitter.com/55R9xOoQEZ
Niccol, who personally made over $26 million last year, says: “In some cases a $9 experience does feel like you’re splurging, and then what that means is we have to make it worthwhile.”
He says Starbucks customers “want to have a special experience and regardless of what your income level is, in some cases, a $9 experience does feel like you’re splurging — well, this is a really affordable premium experience.”
Not really sure waiting in line for 10 minutes to be served a burnt latte with a foam smiley face by the world’s moodiest barista is a “premium experience” at $9, especially when you can buy of the best cups of coffee you’ll ever have in Italy or Vietnam for a couple quid. But as the CEO, I guess he has to try and justify it somehow.
Still, no one is forcing anyone to drink Starbucks, and it seems a lot of people are happy to pay extortionate prices for their coffee, so more power to them? There are plenty of alternatives for those who rather wouldn’t. It’s just mental that we live in a world where a fvcking cup of coffee can cost $9 anywhere.
For the time Starbucks paid out £39 million to a man after a coffee spill burnt his genitals at the drive-thru, click HERE.
