$9 Pitched As ‘Affordable Luxury’ And Americans Aren’t Buying It

Starbucks CEO Brian Niccol is defending the company’s high-priced drinks, arguing that customers are willing to pay for what he calls a “luxury experience.”  Speaking The Wall Street Journal’s What’s News AM podcast, Niccol said Starbucks is performing well across income levels, even as some drinks approach $9. “We’re doing really well with Gen Z ...