$9 Pitched As ‘Affordable Luxury’ And Americans Aren’t Buying It
By Amanda Harding
Published on May 2, 2026.
Starbucks CEO Brian Niccol has defended the company's high-priced drinks, arguing that customers are willing to pay for a "luxury experience." Despite some drinks approaching $9, Niccol stated that Starbucks is performing well across all income levels. He also dismissed concerns about a K-shaped economy, stating that the company is seeing no signs of strain. However, many commenters have accused the CEO of being out of touch and stating that he is not fully aware of the reality of the situation.
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