Anyone who has read Five-Star Customer Service or who's followed this blog long enough knows that I have a love/hate relationship with Starbucks. There are so many ways that company gets it right on the money, but then it carelessly and absolutely unnecessarily drops the ball in all sorts of little ways.
It's a shame.
Here's an example of gouging. I can't imagine a single excuse for this kind of pricing. Decide for yourself:
Tall hot coffee (12 oz coffee): $1.65
Tall iced coffee (8 oz cold coffee, 4 oz ice): $1.95
Seriously. Can someone please explain this?
Now, here's the thing: there are entire blogs and websites dedicated to criticising Starbucks and many other iconic businesses. That is not my intention with this blog, and besides, as I said, I really do admire many, many aspects of this company.
My point with this is for you to look at Starbucks pricing and see what you can learn about your own company as a result. In short, do you gouge your customers, or could they see your pricing as gouging, and if so, where?
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Everything - everything! - I write in this blog is ultimately about you. YOU are the Savvy Capitalist. At least, you can be if you pay attention.
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