Mildly Infuriating

I always price my coffee by weight, so making my shit at home is a no brainer, that way if I'm out with friends I can order out with no guilt.

But even then, Michigan's own Biggby Coffee and other local spots make $tarbucks irrelevant.

Look at the wording- 'premium experience'. He's not selling coffee, he's thinking big picture of the whole experience from the moment you walk in the store. He's not even wrong here. This is good business management- that he's taking charge of everything about the store from the decor, the furniture, the colors, how the employee talks to you, etc. That's all part of the experience.

What's wrong is that people keep going. Most people don't give a fuck about the experience, they just want a tasty coffee. Our economy is based on competition and free choice. If he makes his coffee cost $8 or $9 or $15 or $50 that's his right and his company's right. Just as it is your right to go elsewhere, which you should be doing anyway.

The thing is- IMHO, Starbucks coffee isn't worth anywhere near $9. Here's a challenge- go to Starbucks and order a double espresso shot. Now find a local artisan coffee place, like the type with a chalkboard that says where the beans they're brewing today were grown. And get a double espresso from them also. Compare the two.
What you'll notice about Starbucks is that it's burnt. And that's because it's literally burnt- the typical Starbucks bean is roasted MUCH darker than average, so the resulting coffee flavor is dominated by a burned smoky bitter-ish flavor.
Compare that to your local artisan coffee place- you'll notice it's NOT burnt, the flavor is NOT dominated by smokiness, but you have a lot more layers of flavor. Then order whatever drink you want- better coffee in means better drink out.

Keep in mind also most of what Starbucks sells isn't really coffee, it's milky sugary drinks that incorporate a few drips of espresso. So you're paying $9 for a sugary calorie bomb made from overly roasted coffee that just makes you fat.

Also- if you usually order the same thing at Starbucks- just learn to make it. Even if you throw $1000 at a nice fully automatic espresso machine, taking the per-coffee cost from $9 to $1 means you'll break even on the machine in 125 coffees. For most people that's less than a year. And you can do it yourself- next time you order, watch what the barista does. They are not wizards and nothing behind the counter is magic. An espresso machine and a blender will make like 95% of the menu. Here's a guide

I'll go to my local coffee shop if I want a good coffee experience. Starschmucks is a last effort if I am traveling and I really need coffee (think in the airport terminal), otherwise, I go without until I can get something affordable like a gas station with decent drip coffee or a coffee machine. These CEOs are so out of touch it isn't even funny.

I have friends who are super into roasting their own beans and curated coffee experiences...

Starbucks is far and away from being premium or even...good. They're all marketing and accessibility, not quality.

A cup of coffee is never an experience you dense POS. It's just a beverage and a terrible one at that.

I don't give a fuck how much they charge for coffee. I don't know why anyone would. You buy it, or you don't. It's not fucking insulin. No one needs to buy their shitty products.

Labeling Starbucks coffee as a premium experience is a bold statement. Did he never drank real coffee? "Oh but it's premium because our coffee tastes so bad, we just add a lot of sugar and flavors to it so you won't notice."

I would actually pay $9 for the premium experience of seeing this CEO getting a cup of boiling hot coffee in his face.

I had a Starbucks franchise owner tell me that Starbucks doesn't sell coffee; [they] sell an experience.

Then improve the experience, I told him. I seriously have no idea how they're still around.

Fuck Starbucks. It’s not the first time I mention this, and I’ll keep mentioning it: When Corona hit Germany, the government reduced the VAT to prevent restaurants from going bankrupt in 2020. Starbucks gave every customer the finger and did not lower the prices, keeping the difference for themselves. I was never a regular customer but this made me blacklist them for life.

Pepperidge Farm remembers

Has this man even been inside a Starbucks recently? They used to be loungy places people could chill, now they're all bland, sparsely decorated, dirty, and uninviting. There is absolutely nothing premium about Starbucks, it's basically a fast-food chain. Once again demonstrating how far removed CEOs are from reality

Prioritizing "experience" over coffee itself is not new for Starbucks. Even before the $9 price tag, their prices far exceeded their (low quality) coffee because they're selling the experience.

Coffee roasters sometimes refer to them as "Charbucks."

Premium my ass.

I love our local coffee place. We bring our dogs. The baristas bring them cups of whipped cream. The place is cozy and they sell art from local artists. And the coffee is actually good and doesn't taste like someone burned it. I usually make my own coffee, but it's nice to go there once a week and just enjoy being there. That is premium.

I hate this trend of putting shit at the beginning that I then have to hear again less than 10 seconds later. Like I get it's for grabbing you but the second I start hearing the same thing again I immediately close the video.

Calling the stuff you buy at Starbucks coffee? What they sell is all sorts of sugar in a cup. This is not a coffee place, it is a diabetes hole.

The interviewer's inability to hide his reaction is priceless

Wow that guy doesn’t even look human. No wonder he had no issue mandating all employees return to the office while he flew a private jet from California to Seattle every day.

Its also hilarious he has that ear piece in his ear so that his PR team can feed the machine the 'correct' focus-grouped response to every question.

Income cohort...

I'm surprised he didn't mention the "sense of pride and accomplishment" buying a $9 coffee would bring -_-

did not know sugar got that expensive

Yes. Starbucks. The McDonald’s of coffee shops. High class. Premium.

Let's just pretend Starbucks coffee didn't taste like cheap, crusty asshole for a second... Fuck you, Brian!

Starbucks is not coffee, its a sugary mess with some coffee involved somewhere

"Starbucks CEO, easily replaced by AI. Here, we'll show you why that's the case."