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For something to be classified as premium, don't you think it would be somewhat top-tier? In the case of Starbucks, you are paying extremely high prices for low-quality milk and coffee, and an insane amount of sugar. The reason some argue that Starbucks puts loads of sweetener in its products is that the drinks taste like burnt trash without it. That is a personal opinion, though, so draw your own conclusions. Nonetheless, it seems to defy reason why people keep returning, but that could very well explain why Starbucks CEO Brian Niccol believes people will not think twice about spending nearly $10 for these “premium products.”

Starbucks did not get to the top of the coffee chain by having phenomenal coffee. And while I am no marketing expert, I would think it is safe to assume that its brand had something to do with it. That, combined with the convenience of its stores, may or may not be a major factor in its success.

According to Niccol, “In some cases, a $9 experience does feel like you're splurging, and then what that means is we have to make it worthwhile.” He added that consumers “want to have a special experience and regardless of what your income level is, in some cases, a $9 experience does feel like you're splurging” and that while this might be a luxury for them, it is also a “really affordable premium experience” for others.

The funniest thing is not that he called his coffee a luxury, but that he claims people have great connections with Starbucks baristas. Unclear what world he is living in, but the last thing people want when they go to Starbucks is a “connection” with an entitled person who believes they deserve a premium wage.

Call me crazy, but I think most Americans would have trouble “connecting” with these buffoons.

That being said, Starbucks coffee is trash, and the reason people continue to flock to the chain as if it were remotely palatable defies reason.

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