Recently, Brian Niccol, the CEO of one of the largest coffee chains in the United States, indicated that Starbucks will not rule out a price increase for its menu.

The chain has faced multiple difficulties since last year, including falling sales, changing consumer habits, rising prices driven by inflation, and even the shift in direction with the arrival of Niccol in 2024.

According According to a company report, between January and September of this year alone, coffee prices increased by 30%, which has led to the closure of many establishments and the elimination of almost 1,000 jobs due to low performance. Given the current situation in the fast-food industry, Niccol indicated that he does not rule out a rise in coffee prices next year; however, for the CEO grappling with inflationary pressures, that measure will be a “last resort,” he said. “Pricing would be one of those things we would do as a last resort, and we would do it very precisely. To say never, you know, I don't think you can do that in this environment. What we are doing now is making sure we have the right staff. The teams are properly trained for the demand we know we have in the morning, and we know that this increases in the afternoon.” Finally, the Starbucks CEO mentioned, “I think it's really important that you give them a great experience so that it justifies why they chose to spend their money with you,” he said.