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https:\/\/instagram.com\/p\/DXuSJRDidDg<\/a> <\/p><\/blockquote>\n
Starbucks CEO Brian Niccol is being called \u201cout of touch\u201d<\/a> after he defended $9 coffee as a \u201cpremium experience.\u201d<\/p>\n
When asked by WSJ if high prices deterred customers and had a negative effect on their numbers, Niccol said, \u201cYou know, we\u2019re not seeing that in our business.\u201d<\/p>\n
\u201cWhat we\u2019re seeing is people, you know, they want to have a special experience, and regardless of what your income level is. In some cases, you know, a $9 experience does feel like you\u2019re splurging. And then, what that means is we have to make it worthwhile, right?\u201d<\/p>\n
\u201cAnd then in other cases, certain people believe, \u2018Well, this is a really affordable premium experience.\u2019 Because they\u2019re saying like, \u2018Well it\u2019s less than $10 and I get a really premium experience,’\u201d Niccol said. \u201cSo, regardless of where you\u2019re stationed in those income cohorts, we want to make that experience worth your while. And what we know is what\u2019s definitely something that drives that value is to be able to have a great seat, have a great moment of connection with a barista.\u201d<\/p>\n