Why Starbucks is Ditching Discounts for Premium Drinks

Welcome to a new episode of Business Lunch! In today’s episode, we dive into the latest strategic shift at Starbucks, where the company is moving away from discounts and back towards a premium coffee house model. Roland and Ryan discuss the potential challenges of this move, comparing it to similar strategies seen in companies like Domino's and Target. Can Starbucks reclaim its reputation as a high-end coffee brand, or will it fall into the same traps that have plagued many businesses trying to shift positioning? Highlights: "Starbucks went from premium to discount—can they bring back the coffee house vibe?" "Discounts attracted the wrong customers—Starbucks is now ready to ditch that approach." "The challenge is, can Starbucks be both premium and everywhere?" "Loyalty, not discounts—that's the new Starbucks strategy." Timestamps: 00:00 - Introduction: Starbucks’ Discount Dilemma 01:09 - Shift to Online and App Ordering: A Retailer in Disguise 04:44 - Problem with Discounts: Attracting the Wrong Crowd 05:50 - A Return to Premium: Starbucks’ New Strategy 06:26 - Roland's Take: Discounts vs. Loyalty Programs 09:23 - Can Starbucks Gain Premium Positioning Again? 12:23 - Case Study: How Domino’s Pizza Made Its Comeback 15:00 - The Third Place: Rebuilding the Coffee House Vibe 16:15 - How Brands Lose Their Way: Insights for Business Owners 21:31 - Predictions: Will Starbucks Stick to Its Plan? CONNECT • Ask Roland a question HERE. RESOURCES: • 7 Steps to Scalable workbook • Get my book, Zero Down, FREE To learn more about Roland Frasier 👉 https://msha.ke/rolandfrasier/ Connect with me on social: 🎵 TikTok: / rolandfrasier 📸 Instagram: / rolandfrasier 📱 Facebook: / rolandfrasierpage 💼 LinkedIn: / rolandfrasier Subscribe to Roland Frasier 👉 / @rolandfrasierepic Mentioned in this episode: Get Roland's Training on Acquiring Businesses! Discover The EXACT Strategy Roland Has Used To Found, Acquire, Scale And Sell Over Two Dozen Businesses With Sales Ranging From $3 Million To Just Under $4 Billion! EPIC Training