Why should I be charged more for my philosophical choices?
Is it discrimination? Corporate greed? Something else? Do you think it's acceptable to charge those afflicted with lactose intolerance more? How about those with specific religious beliefs that dictate diet?
I am Vegan…and I'm very proud of it. My behavior impacts our world in a positive way. It helps our planet, it helps animals and it helps us!
The majority of my life, I lived in big cities…and Starbucks became part of my routine, like so many others. Why not, you're trendy, located on nearly every corner…and you make it easy for people to be lazy…what a great combo for success in today's world!
I moved to a small town about a year and half ago…and left all but the memories of your brand in the dust. We have a small local coffee house here. One that not only caters to everyone they can…but makes sure that I have choices as a Vegan. They care about my beliefs, they accommodate them…and they don't charge me more because of them. Aside from the fact that coffee and tea are one of most highly pesticide treated crops on the planet (and I have never seen you offer "organic fair trade" as your brew of the day)…the least you could do is give Vegans, or those who don't prefer dairy, an alternate choice that doesn't cost more.
I recently travelled back to the Chicago area for the holiday's. During that trip, I visited Starbucks twice (at two different locations)…Ahhh, then the memories came back crystal clear. In both locations, I was charged more for Soy Milk with my coffee (even though I would really prefer Almond Milk). Regardless of my pleas to explain that I felt it was wrong to charge more to someone with a medical or philosophical aversion to dairy…if I was to have your bitter brew…I would have to pay more! And with each sip, I grew a greater distaste for your coffee...and your brand.
Now, I am sure you are quite enamored with the fact you offer Soy, I bet you'll default to the cost issue…and I, and so many others could debate that Soy milk costs more…However, with your corporate presence and abiltiy to drive your vendor prices, it doesn't have to cost you any more.
For a corporate giant like yourself to maintain this position is so very disappointing. So, your done, out, nixed, banned. If you decide to change your ways, let me know. I would be the first to drive to your nearest location and document the experience on video for all the other Vegans or individuals out there who don't take dairy with their coffee.
PS…
Also, the fact that you don't offer your patrons the option of recycling at your locations…absolutely appalling! (click here for a piece I wrote in 2008 on this issue...never received a response) Let me know if you would like me to come up with a strategy for you on that..I assure you it would increase your revenue…oh yeah…and help the planet too...Some Things Just Need to be Said.
Peace,
Josh
This letter was submitted to the Starbucks Media/Communications Department with a request for a response.