As Americans struggle with the the price of gas and groceries, Starbucks CEO Brian Niccol made the case for a $9 cup of coffee.

Niccol said. “What we’re seeing is people, you know, they want to have a special experience, and regardless of what your income level is. In some cases, you know, a $9 experience does feel like you’re splurging. And then, what that means is we have to make it worthwhile, right?”

  • jaykrownEnglish
    2·
    1 month ago

    I can get an entire container of instant coffee for $9 which makes over 30 cups. They are selling convenience, and people with poor time management and planning buy it. Every once in a while if you’re doing something not routine I think it’s okay, but if you’re going to Starbucks every day then you’re burning your money.