Starbucks Eliminates Surcharge for Non-Dairy Milks
Previously, Starbucks customers who opted for non-dairy milk like almond, oat, soy, or coconut faced an additional charge, often ranging from 70 to 90 cents. This surcharge sparked criticism from various groups who viewed it as unfair and discriminatory.
With the launch of its holiday menu on November 7, 2024, Starbucks removed this extra charge at company-owned and operated stores across the United States and Canada. This change, announced with the company's fourth-quarter earnings, was a direct response to consistent customer feedback and an effort to streamline the ordering experience.
The Activism That Drove the Change
The removal of the non-dairy surcharge was the result of years of sustained pressure from animal rights organizations like PETA and Switch4Good. Their efforts included:
- Shareholder engagement: PETA consistently filed shareholder resolutions to bring the issue to the attention of Starbucks executives.
- Public demonstrations: Activists conducted protests, with a notable instance involving actor James Cromwell.
- Celebrity support: Figures such as Sir Paul McCartney publicly advocated for the change.
This ongoing pressure, combined with shifting consumer preferences towards plant-based options and declining dairy sales, influenced Starbucks' decision.
Why Starbucks Made the Switch
The move was a strategic business decision aimed at improving the customer experience and addressing financial performance. As plant-based milk gains popularity, eliminating the surcharge makes Starbucks more appealing to a broader audience.
- Enhanced customer satisfaction: Removing the fee simplifies ordering and resolves a frequent complaint, as non-dairy substitutions were a highly requested customization.
- Part of a new strategy: This change is integrated into Starbucks' "Back to Starbucks" plan, which focuses on simplifying operations and highlighting the brand's core offerings.
- Addressing financial challenges: Facing declining global sales, Starbucks saw this as an investment to attract and retain customers.
- Meeting competitors: The company was also catching up to U.S. competitors who had already eliminated or never imposed a non-dairy surcharge.
A Comparative Look at Coffee Shop Milk Charges
While Starbucks has changed its policy, practices vary across coffee chains. The trend, however, is towards eliminating non-dairy surcharges.
| Feature | Starbucks (US & Canada) | Dunkin' (US) | Panera Bread (US) | Independent Coffee Shops |
|---|---|---|---|---|
| Almond Milk Surcharge? | No, removed November 2024 | No, removed March 2025 | No, removed February 2020 | Varies by location; many still charge extra. |
| Other Non-Dairy Milks | Soy, Oat, Coconut are also free. | Oat and Almond are free; options vary. | Oat and Almond are free; options vary. | Typically includes oat and soy; charge varies. |
| Reason for Change | Customer demand, activism, and sales strategy. | Followed industry trend set by Starbucks. | Earlier move to attract more non-dairy customers. | Often depends on individual business costs. |
| Overall Impact | Standardized non-dairy pricing across North America. | Eliminated a long-standing customer pain point. | Early adopter of surcharge-free policy. | Policies are inconsistent and can be more costly. |
Conclusion
As of November 7, 2024, Starbucks stopped charging extra for almond milk and other non-dairy options in its U.S. and Canada company-owned stores. This change was the result of consistent customer feedback, years of activist campaigns, and a strategic decision to boost sales and enhance the customer experience. This policy shift provides more equitable and affordable choices for consumers with dietary needs or ethical preferences and aligns Starbucks with a growing industry standard.
Frequently Asked Questions
Some licensed Starbucks locations, such as those inside grocery stores, airports, and hotels, may still charge extra, so it is best to check with the specific location. The surcharge for almond milk and other non-dairy options was officially removed on November 7, 2024, in participating U.S. and Canada stores. Starbucks removed the charge due to high customer demand, years of pressure from activist groups, and as part of a new business strategy. The extra charge for oat milk was also eliminated in November 2024 at company-operated stores in the U.S. and Canada. The policy change covers all non-dairy milk substitutions offered by Starbucks, including soy, oat, almond, and coconut milk. Before the change, the surcharge typically ranged from 70 to 90 cents in U.S. locations. Starbucks had already removed the non-dairy surcharge in some international markets prior to the change in the U.S. and Canada, but the specific policy varies by country. Starbucks indicated it intended not to increase menu prices at company-owned stores through September 2025. The removal of the surcharge only applies to non-dairy milk substitutions; other customizations may still incur additional charges. The primary benefits include cost savings and greater accessibility for customers with dietary restrictions or ethical preferences. The change also applies to online and mobile app orders for pickup at company-owned U.S. and Canada stores.
