Starbucks mounts comeback after costly backlash
When Starbucks introduced its new flat-fee pricing for drink customizations last year, the aim was to ease customer frustrations. As it turns out, the coffee megalith only shot itself in the foot.
Data from market research firm YouGov shows that customers' value perception of Starbucks fell notably in the months following the pricing update. In fact, its "value" score, which measures whether customers believe a brand is a good value or not, fell nearly 21 points after the move.
At one point, it even went negative.
Now, it seems, customers have finally forgiven the brand - and a new rewards system has a lot to do with it.
Customer perception of Starbucks is starting to bounce back
Starbucks announced its pricing change back in June 2025. The update saw customers hit with a $0.80 charge whether they added one pump of flavored syrup or 10. It also added $0.50 to $1-per-scoop charges for Matcha and fruit, plus extra fees for additional products, like chai.
Customers apparently took the pricing change personally. Between then and mid-November, the company's YouGov's Value Score plummeted almost 21 points, eventually going negative by November.
Nearly a year later, though, that score has bounced back and then some, jumping almost 24 points since June 24, 2025.
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A lot of the recovery is due to the brand's new rewards system, which was introduced in early March. The program offers new, leveled-up tiers for rewards, extra bonus-star earning opportunities, and more personalized rewards.
It also lowered the bar for when earned "stars" can be cashed in. (Previously, you needed to have 100+ to even come close to a reward. Now, you can get $1 off with just 25 stars in the app.)
And in case you can't make it in on the big day, you now have seven days to redeem your free birthday drink, rather than just the one.
They may look like small changes, but it seems to have made a difference to customers. The brand's value score hit a two-year peak just weeks after the program's implementation.
"Starbucks' Value rebound closely followed the launch of its revamped loyalty program," YouGov says. "The brand's Value score peaked just two weeks after the new rewards program was introduced."
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Starbucks wins on quality, Dunkin' wins on value
The company still pales in comparison to major competitor Dunkin' Donuts, at least in terms of value. Dunkin' leads Starbucks by nearly 30 points in that category, though both have seen notable improvements over the last year.
Dunkin' does lag behind Starbucks on quality, but by a much smaller margin. According to YouGov, maintaining that leg up will be critical for Starbucks.
"Premium brands can withstand a value disadvantage if consumers believe the experience, product quality, and rewards ecosystem justify the spend," the report reads. "It looks like Starbucks is still striking the balance".
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This story was originally published May 27, 2026 at 2:37 PM.