Taipei:Starbucks Taiwan's recent policy of charging an extra fee for drink customization has led to significant consumer dissatisfaction. The company began imposing an additional NT$15 (US$0.50) for customers requesting drinks with less or no ice, topped up with milk or another liquid, a service that was previously complimentary.

According to Focus Taiwan, the change, which took effect on October 12, has prompted a wave of negative reactions on social media. Customers have been sharing images of their iced drinks, which appear only half full if they choose not to pay the extra fee. This has resulted in tens of thousands of comments and reactions, with many consumers voicing their displeasure on Starbucks Taiwan's Facebook page and demanding a return to the previous policy.

Cheng Kuei-i, an assistant professor at Chinese Culture University's College of Business, highlighted the challenge for businesses in balancing cost-based pricing with customer-perceived value. He noted that the new fee could be seen by consumers as either an additional option or the loss of an expected service. Cheng contrasted Starbucks' approach with other businesses, such as EVA Airways and Yayoi, which had varying degrees of success with similar pricing strategies.

Restaurant consultant Louis Lin emphasized that the fee could help Starbucks enhance profit margins without altering the base price of drinks. However, he acknowledged the company's ongoing challenges with rising operational costs and an expanding store network. Starbucks Taiwan, which has over 600 locations, has seen a decrease in operating margin from 7.6% in 2018 to 6.3% in 2023.

The success of the fee change in generating additional revenue without affecting customer loyalty remains uncertain. Starbucks Taiwan did not provide comments on the policy change when contacted by Focus Taiwan.