Starbucks Taiwan adds NT$15 fee for drink customizations, sparking consumer backlash

Starbucks Taiwan introduced a NT$15 surcharge on October 12 for customizations like reduced ice and extra milk, which were formerly complimentary. Social media users posted images of half-filled drinks when the fee was declined, generating tens of thousands of reactions and a surge of complaints on the brand’s Facebook page. Academics and consultants highlighted the dilemma of pricing add-ons without eroding perceived value, citing EVA Airways’ seat-selection fees and Yayoi’s aborted rice-refill charge as comparable cases.

The fee aims to boost margins amid rising labor, rent and utility costs while the chain expands to over 600 stores, though its operating margin has slipped from about 7.6% in 2018 to 6.3% in 2023. Analysts warn that long-term success depends on whether customers deem the charge reasonable. Starbucks Taiwan has not responded to requests for comment.