Starbucks CEO roasted as ‘out of touch’ over defense of $9 coffee: ‘Affordable premium experience’
Starbucks CEO Brian Niccol faced backlash for defending the company's $9 coffee as an 'affordable premium experience,' arguing that customers value the in-store atmosphere and barista interactions. Critics called him out of touch, especially given his access to a company jet and remote work setup. Despite the criticism, Niccol maintained that Starbucks is thriving across income groups and with younger consumers.
- ▪Starbucks CEO Brian Niccol defended the $9 coffee price as reflecting a 'premium experience' for customers.
- ▪Niccol claimed the chain is performing well with Gen Z and millennials across all income levels.
- ▪Critics mocked Niccol's comments as 'corporate slop jargon,' particularly after learning he uses a company jet for personal travel.
- ▪Niccol argued that the value lies in the experience, not just the product, citing factors like seating and barista interaction.
- ▪Customers and commentators suggested boycotting Starbucks in favor of local coffee shops.
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US News Starbucks CEO roasted as ‘out of touch’ over defense of $9 coffee: ‘Affordable premium experience’ By Anna Young Published May 1, 2026, 8:20 p.m. ET Brew-tally expensive. Starbucks CEO Brian Niccol is getting roasted for being “out of touch” after defending the company’s $9 cup of coffee – insisting the steep price reflects a “premium experience” offered to customers. The coffee giant’s chief – who earlier this year was granted access to the company jet for personal travel – said that customers across all income levels are willing and happy to shell out big money for a chance to interact with baristas or score a “great seat” inside the chain.
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