Canadians ordering a soy latte or an oat macchiato at Starbucks will soon pay slightly less for their non-dairy drinks.
The Seattle-based coffee chain announced this week that starting Nov. 7, customers in Canada and the United States will no longer be charged extra for customizing their beverages with plant-based milks such as soy, almond, oat or coconut.
“Substituting with a non-dairy modifier – whether its soy, oat, almond, or coconut beverage – in a handcrafted beverage is the second most requested customization from Starbucks customers in Canada, behind adding a shot of espresso,” Starbucks Canada said in a statement to Global News Friday.
“When this change goes into effect on November 7, more than a quarter of Starbucks current customers in Canada who pay to modify their beverage will see a price reduction of more than 10%.”
The drop in non-dairy charge comes as the company continues to struggle with falling demand for its pricey beverages in the key U.S. and China markets as well as amid a slide in its share price.
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Starbucks posted a seven per cent drop in global comparable sales for the fourth quarter on Wednesday.
Preliminary results for the quarter also showed a three per cent decline in consolidated net revenues.
Starbucks said “the lower-than-expected performance” this year was due to traffic decline, cautious consumer behaviour and competition from China.
Last month, Starbucks got a new chief executive officer: Brian Niccol, who was previously the chairman and CEO of Chipotle.
On Nov. 7, Starbucks will also be launching its holiday season menu.
— with files from Reuters
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