I am a Starbucks addict. I think that anyone and everyone that has ever met me or hung out with me would know that I am addicted to their Mochas. Actually, I am really just addicted to Mochas in general, I guess I just prefer the taste of Starbucks' over all the other ones, and their prices seemed more reasonable.

Over the 11 or so years I have been going to Starbucks, or I should say My Starbucks at that, I have seen 2 remodels and various staff changes. I also, to my disappointment, watched the prices change, and we all know the only change a price will change is up. My Drink has always been their Venti Mochas, which I think i could thank Paula, an old friend of mine who introduced me via Cyrano's Banana Blended Mochas (then tried the Mocha Frappachino, and finally the Hot Mocha). I watched their prices go from $3.35 to $3.60, to $3.75, to $3.85, and finally to $4.10 where it is currently at.

Now usually when I ask about the price increase, they will tell me that the corporation or district wanted the price increase and that's that. that is, with the except to the last two. The $3.85 was due to the Milk increase, in which is probably the most reasonable excuse I have ever heard from a price increase. And I couldn't really complain because last year they came out with the Starbucks Gold Card, a godsend among addicts like me. This card, for merely $20 a year, drops the price 10%. So in other words, the price dropped down to about $3.46, which is lower than #.60, their price that they had the longest. Hell, I was excited, and believed it was worth the $20 a year. Of course, great things never last forever.

First we have the new price increase, a $0.25 increase which I haven't seen in 10 years, as most of them been small 10 or 15 cent increases. Though, I will admit that once they bumped the price to $3.75, they began price increases more frequently. Anyway, what is the reason for this price increase? Apparently they analyzed the methods of making drinks and adjusted the price based on that. So in other words, drinks like a cup of coffee and latte got cut, but mochas and frappachinos increased.

This is as a part of our comprehensive approach to providing the value while balancing our business responsibilities,

Sounds like just a pile of crap to me. If they were really 'adjusting' it, they would have made the current price the cap and cut the price of the other coffees. But apparently adding pumps of chocolate into a latte drink counts for that dramatic increase. I still call bullshit, and really with their machines, it all doesn't make sense. When I first began going to Starbucks, they had to grind the beans, press the beans to get the espresso out and steam the milk wit ha god damn thermostat. Now it is all automated, so if anything, prices should have been going down because of the less amount of work they have to do (and as have worked for Starbucks before, I know how easy it is to make the drinks with their machines). Apparently, in this economy, they felt justified to increase prices.

But whatevers, I still have the gold card, so it drops the price down to $3.69, not TOO bad. Ha! right, got an email telling me that they will be ending their Starbucks gold card, and barely only one year old. WTF?!

As a Starbucks Gold card holder, your frequent visits mean
a lot to us. We started this program to give you the
extra-special treatment you deserve - and we're always
thinking of new ways to improve your experience and
reward your loyalty.

With our first charter memberships approaching their
one-year expiration date, we wanted to let you know about
several improvements to the Starbucks Gold program. On
December 26, 2009, we are evolving both of our loyalty
programs into one - My Starbucks Rewards - and we think
you'll like it even better.

You will continue to enjoy your 10% discount and benefits
for your full membership period (12 months) according to
the program terms and conditions. In other words, if you
purchased a current Starbucks Gold membership in July
2009, you will be eligible to receive current Starbucks Gold
benefits through your July 2010 anniversary date. You won't
need to renew because when the new program launches,
upon expiration you will automatically be transitioned into
the Gold Level of My Starbucks Rewards and your welcome
packet, including your personalized card, will be sent to
you. Please make sure your account is updated, including
your mailing address, by clicking here.

So why are we changing a good thing? We've heard from a
lot of you on ways we can make the program better. As a
result, the new program will be free. While it will not
provide the 10% discount, it will offer benefits such as free
flavored syrups or brewed coffee refills that many of you
have asked for. Best of all, the new program will recognize
and reward you for every visit with the ability to earn free,
drinks. That's right - free drinks for something you are
doing anyway - visiting Starbucks! To find out more visit
starbucks.com/rewards.

In the meantime, we hope you'll continue to enjoy your
Starbucks Gold benefits through the term of your
membership.

We're excited about these coming changes - a better rewards program, with no annual fee, and a variety of benefits - and we hope you will be too. Stay tuned for the coming details. Until then, we'll see you at Starbucks.

Regards,

Your Starbucks Rewards Team

So in other words, although I lose the $20 annual fee, I also lose the 10%, oh BUT I get to keep all the other great benefits that are really worthless to me. Apparently you get a "star" every time you buy a drink, and after 15 drinks you get a free one. As opposed to one free drink every ten I guess, which means my drink price increased back up to about 3.85. Ugh, how annoying.

It wasn't even until they increased their price above the $4 mark that I felt the drinks were too expensive. Before I would joke about it, and would even calculate how much I would spend on Starbucks per month or year. But I never felt like it was too expensive until now. I could do one of a few things; I could go to a different coffee shop, but unless it is McDonald's, the prices are the same if not more (and have you ever seen the drive-thru lines at McDonald's in the morning?), Or I can switch to black coffee, but I really am not a fan of black coffee unless that is all that's available or after a nice dinner.

Finally I could just stop going to Starbucks and save a shit load cash. The problem with that is breaking a 11 year old habit, and finding something to replace it, especially for the mornings. I do remember what my morning drink consisted of back in my freshman year of high school before this whole starbucks addiction started. It was Dr. Pepper (or Surge) and I am not sure if that is a better morning drink...

Damn Starbucks and our love/hate relationship... Ima gonna go get me a Mocha