{"id":23969,"date":"2026-05-02T02:58:20","date_gmt":"2026-05-02T02:58:20","guid":{"rendered":"https:\/\/nationalgunowner.org\/index.php\/2026\/05\/02\/9-pitched-as-affordable-luxury-and-americans-arent-buying-it\/"},"modified":"2026-05-02T02:58:20","modified_gmt":"2026-05-02T02:58:20","slug":"9-pitched-as-affordable-luxury-and-americans-arent-buying-it","status":"publish","type":"post","link":"https:\/\/nationalgunowner.org\/index.php\/2026\/05\/02\/9-pitched-as-affordable-luxury-and-americans-arent-buying-it\/","title":{"rendered":"$9 Pitched As \u2018Affordable Luxury\u2019 And Americans Aren\u2019t Buying It"},"content":{"rendered":"


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Starbucks CEO Brian Niccol is defending the company’s high-priced drinks, arguing that customers are willing to pay for what he calls a \u201cluxury experience.\u201d\u00a0<\/span><\/p>\n

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.<\/p>\n

\u201cWe\u2019re doing really well with Gen Z and millennials, and then really had strong performance across all income cohorts,\u201d Niccol said. \u201cIt can start with as little as $3 for a traditional cup of coffee. And then obviously you can build your way into all sorts of customized drinks that people love that move that ticket up.\u201d<\/span><\/p>\n

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A post shared by The Wall Street Journal (@wsj)<\/a><\/p>\n<\/div>\n<\/blockquote>\n

When asked whether concerns about a so-called K-shaped economy could impact sales, Niccol said Starbucks isn’t seeing signs of strain. <\/span><\/p>\n

\u201cWhat we\u2019re seeing is people, they want to have a special experience, and regardless of what your income level is,” he said. “In some cases, you know, a $9 experience does feel like you\u2019re splurging. And then, what that means\u00a0 is we have to make it worthwhile, right?\u201d<\/span><\/p>\n

In other cases, he added, customers view Starbucks as an affordable premium option.<\/p>\n

\u201cThey\u2019re saying, \u2018Well it\u2019s less than $10 and I get a really premium experience,’\u201d Niccol went on. \u201cSo, regardless of where you\u2019re stationed in those income cohorts, we want to make that experience worth your while.\u201d<\/span><\/p>\n

Niccol also described a visit to Starbucks as \u201ca moment of escapism,\u201d adding that customers value consistency across price points.<\/span><\/p>\n

\u201cI think people actually really do appreciate knowing, \u201cHey, if this is a $3 cup of coffee or a $5 latte, I know I\u2019m going to get a great experience for that $5 experience, I\u2019m in,\u201d he added.<\/span><\/p>\n

Many commenters called the exec out of touch.<\/span><\/p>\n

\u201cThis video just confirms how detached from reality those people are. [Starbucks] IS NOT a premium experience, nor is the coffee worth $9,\u201d one person wrote.\u00a0<\/span><\/p>\n

\u201cI’ll pass on this premium experience,\u201d another agreed.<\/span><\/p>\n

A third commenter quipped, \u201cFriends don\u2019t let friends drink Starbucks.\u201d<\/span><\/p>\n