via Kerry Lutz
Starbucks keeps jacking up prices, slashing rewards, and making their loyalty program suck more every year. What used to be a cool spot with solid rewards now just feels like a money trap, where loyal customers are expected to spend more and get way less in return. Their brand? Totally wrecked by greed and bean counters.
For years, Starbucks was the go-to spot for coffee lovers who knew they could count on the company to treat their loyalty with respect. They offered a simple rewards program, prices were manageable, and it felt like you were part of something more. Fast forward ten years, and Starbucks has gone from fostering community to fostering corporate greed. It’s not just about coffee anymore—it’s about how much they can squeeze from your wallet while giving you the least in return. If you’re still a loyal customer, brace yourself—Starbucks has been rewarding your loyalty with disloyalty.
The Relentless Price Hikes
Let’s talk about the elephant in the room: the price increases. Over the past decade, Starbucks has ramped up prices every few years. In 2014, a medium-sized cappuccino set you back about $3.65. Now, in 2024, that same drink costs a whopping $5.25. That’s a 44% increase! Meanwhile, your paycheck probably hasn’t gone up by 44%. But for Starbucks, inflation and operational costs are just part of the excuse. Each price hike is just another way for them to cash in on their loyal customers.
Here’s a quick rundown of how they’ve bumped up prices over the years:
| Year | Price Increase | Examples |
| 2014 | 5-10 cents | Brewed coffee and espresso drinks slightly increased. |
| 2016 | 10-20 cents | Higher-end drinks like lattes and cappuccinos were hit. |
| 2018 | 10-30 cents | Specialty drinks, customizations saw an increase. |
| 2020 | 4-5% increase | Cold drinks and blended beverages became pricier. |
| 2021 | 3-5% increase | Brewed coffee and espresso continued to rise. |
| 2022 | 6-10% increase | Bigger hikes, driven by rising material costs. |
| 2023 | 5% increase | Inflation and supply chain issues drove more increases. |
| 2024 | 3-4% increase | Focused on iced drinks and customization charges. |
The Great Loyalty Program Betrayal
Starbucks didn’t just stop at price hikes. They’ve spent the last decade cutting back the very rewards that loyal customers once loved. Their Rewards Program—once the gold standard for customer appreciation—has been gutted by corporate greed. From quietly killing off the monthly free drink to making it harder to redeem points, Starbucks has systematically shredded what was once a customer-first program.
Let’s break down the most glaring cuts:
| Year | Change | Details |
| 2014 | Introduction of Stars Expiry | Stars now expire after 12 months, forcing customers to spend more frequently. |
| 2016 | Switch to spend-based system | Instead of earning Stars per visit, it’s now 2 Stars per dollar, hurting smaller spenders. |
| 2018 | Bonus Stars removed | No more extra Stars from promotions, making it harder to earn rewards quickly. |
| 2019 | Tiered rewards system | Upped the Star cost for more valuable rewards, like sandwiches and specialty drinks. |
| 2020 | Increased redemption cost | Drinks like lattes now require 150 Stars, up from 125. |
| 2021 | Elimination of monthly free drink | They axed the once-beloved free monthly drink for Gold members. |
| 2022 | Reduced birthday reward window | Instead of 30 days, you now have only 7 to claim your birthday reward. |
| 2023 | Doubling of Stars required | Basic items like brewed coffee now cost double the Stars they did before. |
| 2024 | Doubling Stars for hot drinks | Hot beverages now require twice as many Stars for redemption. |
The Heart of the Problem: Corporate Greed
At this point, it’s clear what’s driving all these changes—corporate greed. It’s no longer about the customer or building a community. Starbucks is focused on profit margins, letting their accountants run the show. Every change feels like a money grab. They expect you to keep spending more while giving you less in return, all while counting on you to stay loyal.
The cutbacks aren’t just a slight inconvenience; they’re a full-on betrayal of the customer trust that Starbucks once thrived on. Where’s the community now? Where’s the appreciation for the everyday customer who comes in and spends their hard-earned money? All that’s left is a company run by bean counters, looking for new ways to cut costs at the expense of its most devoted fans.
The Starbucks Brand is Crumbling
This shift from a customer-first mentality to a profit-first approach is destroying the Starbucks brand. Yes, their profits might look good on paper right now, but what happens when customers realize they’re being played? Starbucks’ legacy is crumbling as they continue down this path of betrayal. The shiny facade of a welcoming, friendly coffeehouse is being stripped away, revealing nothing but corporate greed underneath.