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STARBUCKS fans are furious over its new CEO’s decision to slash deals and promos.
The coffee giant is scaling back discounts offered through its mobile app as it tries to get customers to pay full price, the WSJ reported.
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Starbucks’ decision comes after the chain appointed Brian Niccol as its new CEO in September.
Niccol is seeking to reposition Starbucks as a premium brand while also reducing strain on employees when big promotions run.
It had run massive discounts like 50 per off some cups and buy one, get one free in other promotions.
But the reduction in discounts has been slammed by fans, who say the price of a cup is now too expensive.
One said: “I wasn’t aware a $7 coffee was considered a ‘deal’.”
A second wrote: “Let me guess…decrease overhead and maximize profits in a struggling economy.
“As much as they charge for a cup of burnt coffee, that’s the least they can do.”
While a third posted: “This is a big mistake. They will lose me as a customer.”
Starbucks, like other restaurant chains, has increasingly leaned on discounts to woo back customers after it had raised its prices.
The hikes were to cover higher costs and wages, executive said, but inflation-battling diners have pulled back on eating out.
Niccol still plans to lean into the seasonal drinks that shoppers love that will continue to be advertised.
In September, he said: “The strategy is, simply put, just making a couple powerful choices, and then we’ve got to execute like crazy.
A Starbucks spokesperson said when Niccol was appointed: “Brian deeply understands brands, operations and innovation, and has an enduring commitment to supporting the retail teams who serve customers in store.
“We look forward to the fresh ideas that Brian will bring to our business.”
Before joining the coffee chain, Niccol was the former CEO of Chipotle and Taco Bell.
Starbucks has been approached for comment.
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