"Shall we do a truck demonstration?"The reason why Starbucks' "internal backlash" poured out [Y Record]

■ Host: Anchor Lee Jung-seop, Anchor Cho Ye-jin
■ Starring: Professor Heo Jun-young, Sogang University's Department of Economics

* The text below may differ from the actual broadcast content, so please check the broadcast for more accurate information. Please specify [YTN News START] when quoting.

◆ Anchor: Starbucks coffee prices are going up this time?

◇ Heo Jun-young: Non-coffee part of summer drinks at Starbucks is rising. The tall size goes up. So it goes up by 200 won. I'm sure you remember something else about the increase in Starbucks prices. I've probably raised the prices of venti-sized and grande-sized drinks once in August. On top of that, Starbucks recently put up a tall size of non-coffee among summer drinks, 200 won each. However, Starbucks justifies this when direct and indirect costs have risen too high, and in order to minimize the burden on customers, it has decided to target iced drinks with decreasing demand in winter and targeted the smallest size, the tall size. I said this, but it seems to be true that prices continue to rise. And if you think about it like that, what's scary about this is that inflation is down to 1.6% in terms of consumer inflation, but prices continue to rise. So it seems like there's a constant backlash. I feel that kind of situation. And since Starbucks is a leading company with a very high market share, in the coffee market. I think there will be a part that can definitely be the starting point for the rest of the companies to increase their prices.

◆ Anchor: But there seems to be a backlash from office workers inside over this price increase.

◇ Huh Joon-young: When we go to Starbucks, there are people who make coffee there, and they're talking about whether to hold a truck demonstration recently. At the company, there is such confusion because they have to run announcements while holding complex events, and then there is a part where customer benefits are reduced little by little at Starbucks, and they have to announce these things. Next, manpower cuts are taking place, and this is the most surprising part. Every month, aren't all Starbucks directly managed stores? Then, there is an allocation of sales by store. So in order to examine these things, we're going to make real-time drinks, and we're going to put pressure on our partners, and we're going to put pressure on our on-site partners. On the one hand, Starbucks is raising its price right now, and on the other hand, these complaints are coming from within the company. In a way, two very different signals are coming out.

Excerpted from
: Jeong Eui-jin, Editor of the Digital News Team