Starbucks’ has decided to change the type of ice cubes they use in their cold beverages. The new ice pieces, referred to as “nugget ice,” are smaller than the coffee chain’s current ice cubes. Starbucks’ iced drinks account for about 75% of their sales, so the change is quite significant. The initial reactions to the new ice have been mixed, with some enjoying the chewier or flakier texture, similar to the ice used at Sonic and the Coffee Bean. Others, however, express concern that the new ice will water down their drinks or alter the texture of their Frappuccinos. Starbucks maintains that the nuggets do not melt any faster and the change will not result in less ice in the beverages. The company has also stated that the new ice machines use less water, aligning with their goal to cut water usage in half by 2030
Here are the pros and cons related to this:
Pros:
- Innovation: Starbucks is displaying a willingness to innovate and try something new, which can keep the brand fresh and exciting.
- Positive Testing: The company has reported a “resoundingly positive response” in its tests of the new ice.
- Same Ice Quantity: Despite the size change, customers will still receive the same amount of ice in their drinks.
- Texture Variation: Some customers may enjoy the new texture of the “nugget ice,” finding it chewier or flakier.
- Similarity to Other Brands: The new ice is similar to that used by Sonic and the Coffee Bean, which could attract fans of those brands.
- Environmental Consideration: The new ice machines use less water, contributing to Starbucks’ goal of halving its water usage by 2030.
- Long-term Planning: This change is part of Starbucks’ larger plan to improve its business operations and execution.
- Maintains Drink Quality: According to Starbucks, the new ice nuggets do not melt any faster than the old ice cubes, so the quality of the drinks should not be affected.
- Refreshment Factor: The smaller ice cubes could potentially provide a more refreshing experience for the customers.
- Continuity of Service: Despite the change, Starbucks will continue to serve its popular line of non-coffee beverages, like the Refreshers.
Cons:
- Customer Resistance: Any change can lead to resistance from customers who preferred the old method.
- Texture Concerns: Some customers are worried that the new ice will alter the texture of their drinks, particularly their Frappuccinos.
- Dilution Fears: There are concerns that the smaller ice pieces will melt faster and water down the drinks, despite Starbucks’ assurances.
- Implementation Time: The rollout of the new ice machines to all Starbucks locations will take several years, which may lead to inconsistency in the customer experience.
- Change Adaptation: Baristas will need to adapt to the new ice, which could potentially lead to initial mistakes or slower service.
- Extra Cost: The introduction of new equipment may translate into extra costs for the company, which could potentially affect the prices of their beverages.
- Inconvenience for Some Customers: Customers who specifically liked the old ice cubes may be inconvenienced by the change.
- Expectation vs Reality: Although Starbucks has reported positive testing responses, real-world customer reactions may vary.
- Risk of Negative Publicity: If the change is not well-received, it could lead to negative publicity for the brand.
- Customer Choice Limitation: Some customers might prefer having the option to choose between the old ice cubes and the new nugget ice.
