Earlier in November, Starbucks Korea raised the prices of its popular iced drinks. At the time, the company explained that the price hike was implemented for the winter season, when demand for iced beverages typically drops, in an effort to minimize the impact on customers.
However, it wasn’t just iced drinks that saw price increases—three of Starbucks’ beloved winter offerings, including the popular Toffee Nut Latte, have quietly become more expensive.
According to industry sources, Starbucks Korea raised the prices on several limited-time winter drinks, including the Toffee Nut Latte, Strawberry Latte, and Double Espresso Cream Latte. The Toffee Nut Latte, first introduced in 2002, has become a seasonal favorite, with sales reaching 35 million cups since tracking began in 2009.
For example, the tall size of the Toffee Nut Latte was priced at 6,300 won (roughly $4.60) in 2023, but this year it increased to 6,500 won (about $4.80), a rise of 200 won (about $0.14), or 3.2%. The grande and venti sizes also saw increases—500 won (approximately $0.36), or 7.4%, for the grande, which now costs 7,300 won (roughly $5.20), and 800 won (about $0.57), or 11%, for the venti, which is now priced at 8,100 won (around $5.80).
The Strawberry Latte and Double Espresso Cream Latte also saw price hikes, ranging from 300 won (roughly $0.21) to 700 won (about $0.50), depending on the size.
While the price changes for winter seasonal drinks weren’t specifically announced, many consumers have expressed feelings of betrayal.
One customer reaction, shared online, said, “I was shocked to see a 7,000 won (about $4.97) charge when I ordered,” while another noted, “They made a big deal about raising prices on iced drinks in winter, but this is disappointing.”
In response to the backlash, Starbucks clarified that pricing for regular beverages and promotional drinks is handled differently. The company explained that the cost of ingredients for regular menu items fluctuates less, while raw materials for seasonal drinks, such as the Toffee Nut Latte, can vary significantly.
This means that Starbucks adjusts the prices of promotional drinks each year, considering changes in both direct and indirect costs.
Despite this explanation, many customers remain dissatisfied, with online users continuing to share their frustration over the unexpected price hikes.
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