U.S. Coffee Chains Under Fire for Dairy-Free Milk Surcharge
Source: DairyNews.today
A growing movement is putting pressure on U.S. coffee chains to eliminate the surcharge for plant-based milk alternatives. The advocacy group, No Milk Tax, recently released a report that evaluates which major coffee brands have dropped the charge for non-dairy options like oat, soy, and almond milk, and which ones continue to impose the fee.
The report follows Starbucks’ decision to eliminate the surcharge, a move celebrated by campaigners as a step toward fairness for those avoiding dairy milk for health, ethical, or environmental reasons. Starbucks’ policy shift has reignited public scrutiny on other chains that continue the practice, often described as an undue burden—or even discriminatory.
The Case Against the Non-Dairy Milk Surcharge
No Milk Tax argues that the extra fee disproportionately affects individuals with lactose intolerance or those making conscious choices for animal welfare or sustainability. According to the group, this issue also intersects with racial and cultural inequities.
“About 50 million Americans are lactose intolerant, including 80% of Black Americans, 90% of Asian Americans, and 50% of Latino Americans,” the campaign highlights. “Several coffee chains have faced or are currently facing lawsuits claiming these pricing practices are discriminatory.”
Chains Leading the Charge
Coffee chains that have removed the surcharge have been praised for their inclusivity and customer focus. Starbucks leads the “Beans of Steel” list alongside Panera, Pret A Manger, Philz Coffee, Compass Coffee, and others.
Starbucks CEO Brian Niccol emphasized the importance of customization for their customers. “Core to the Starbucks Experience is the ability to make your beverage your own. By removing the extra charge for nondairy milks, we’re embracing all the ways our customers enjoy Starbucks,” he stated.
Pret A Manger’s U.S. President Jorrie Bruffett echoed a similar sentiment, calling the surcharge inconsistent with the company’s values. “It’s not the right thing to do to keep having this ‘vegan tax,’ if you will,” Bruffett said.
“Latte Losers”
However, not all brands have followed suit. The report’s “Latte Losers” list names chains still charging extra for dairy-free options. These include Dunkin’ ($0.50), Dutch Bros ($0.50), Scooter’s Coffee ($0.80), Costa Coffee ($0.75), Verve Coffee Roasters ($1.50), and Tim Hortons ($0.50), among others.
No Milk Tax is urging these companies to reconsider their policies, especially during the holiday season. “While baristas are whipping up festive drinks this holiday season, we’re calling on all lagging coffee chains to bring cheer to the millions of customers who prefer dairy-free concoctions by dropping the non-dairy tax,” the campaign’s website states.
A Broader Shift in Consumer Expectations
The movement reflects a broader shift in consumer expectations as plant-based diets gain traction and sustainability concerns take center stage. By removing the surcharge, coffee chains not only respond to these demands but also align their practices with inclusivity and equity values.
As more brands come under scrutiny, the debate over the non-dairy surcharge underscores a larger conversation about accessibility, ethics, and the evolving preferences of modern consumers. Whether others will follow Starbucks’ lead remains to be seen.
The Case Against the Non-Dairy Milk Surcharge
No Milk Tax argues that the extra fee disproportionately affects individuals with lactose intolerance or those making conscious choices for animal welfare or sustainability. According to the group, this issue also intersects with racial and cultural inequities.
“About 50 million Americans are lactose intolerant, including 80% of Black Americans, 90% of Asian Americans, and 50% of Latino Americans,” the campaign highlights. “Several coffee chains have faced or are currently facing lawsuits claiming these pricing practices are discriminatory.”
Chains Leading the Charge
Coffee chains that have removed the surcharge have been praised for their inclusivity and customer focus. Starbucks leads the “Beans of Steel” list alongside Panera, Pret A Manger, Philz Coffee, Compass Coffee, and others.
Starbucks CEO Brian Niccol emphasized the importance of customization for their customers. “Core to the Starbucks Experience is the ability to make your beverage your own. By removing the extra charge for nondairy milks, we’re embracing all the ways our customers enjoy Starbucks,” he stated.
Pret A Manger’s U.S. President Jorrie Bruffett echoed a similar sentiment, calling the surcharge inconsistent with the company’s values. “It’s not the right thing to do to keep having this ‘vegan tax,’ if you will,” Bruffett said.
“Latte Losers”
However, not all brands have followed suit. The report’s “Latte Losers” list names chains still charging extra for dairy-free options. These include Dunkin’ ($0.50), Dutch Bros ($0.50), Scooter’s Coffee ($0.80), Costa Coffee ($0.75), Verve Coffee Roasters ($1.50), and Tim Hortons ($0.50), among others.
No Milk Tax is urging these companies to reconsider their policies, especially during the holiday season. “While baristas are whipping up festive drinks this holiday season, we’re calling on all lagging coffee chains to bring cheer to the millions of customers who prefer dairy-free concoctions by dropping the non-dairy tax,” the campaign’s website states.
A Broader Shift in Consumer Expectations
The movement reflects a broader shift in consumer expectations as plant-based diets gain traction and sustainability concerns take center stage. By removing the surcharge, coffee chains not only respond to these demands but also align their practices with inclusivity and equity values.
As more brands come under scrutiny, the debate over the non-dairy surcharge underscores a larger conversation about accessibility, ethics, and the evolving preferences of modern consumers. Whether others will follow Starbucks’ lead remains to be seen.
