SKOREA-NKOREA-ECONOMY-CULTURE-COFFEE
Starting October 12th, Starbucks Taiwan began charging an additional NT$15 for customized orders involving less ice or adding milk or other liquids to fill the container after removing ice, sparking discussions among consumers about the price and service value. The image shows a Starbucks store and beverages.

【TAIPEI, Oct. 25】 Starbucks Taiwan has begun charging for some drink customization requests, prompting discussion among customers. Since Oct. 12, customers who ask for less ice or no ice and want the space to be filled with milk or another liquid must pay an additional NT$15. Some customers have expressed dissatisfaction on social media after the previously free service became subject to a fee.

According to Central News Agency reporting, customers have posted photos online showing the amount of liquid in drinks ordered without ice, criticizing the beverages for appearing less than full. The posts prompted a large number of comments, while other customers voiced their opinions on Starbucks Taiwan’s Facebook page and called for the previous policy to be restored.

Cheng Kuei-yin, an assistant professor at Chinese Culture University’s College of Business, told CNA that when companies adjust their fees, the key issue is not only whether costs have risen but also how customers understand the value of the service. Customers may see the charge as payment for an additional option, or they may feel that a service they had previously come to expect has been taken away.

Food and beverage consultant Lin Kang-yu said charging for customization can help a company increase revenue without directly raising the base price of its drinks. However, companies must still consider customer reactions and their brand positioning.

The report said Starbucks Taiwan is facing operating cost pressures, including labor, rent, utilities and other expenses, while continuing to expand its store network. The fee adjustment could help improve profitability, but whether customers will accept it remains to be seen. As of the publication of CNA’s report, Starbucks Taiwan had not responded to media inquiries about the policy change.

When companies adjust service prices, they generally need to strike a balance between recovering costs, operating efficiently and maintaining the customer experience. For a coffee brand positioned in the mid- to high-price range, customers compare more than product prices; they also assess whether the service matches their established habits and the brand’s promises.

The debate is about more than the NT$15 difference. It also highlights the challenge facing the food and beverage industry as it seeks to adjust fees amid rising costs without weakening customers’ perception of a brand’s value.