Post about "gold card"

When I went in for a grande soy no-whip mocha today, Starbucks asked me for a loan. Well, not exactly. They pitched me very hard to buy a “gold card” for $25.00. I ran the numbers, I buy enough at their stores that it makes economic sense, but I still said no, because I am sick to death of the fine print that makes every shopping and buying experience a trip through a legal minefield.

Is Starbucks roadblocking itself?

When DirectTV contacted me saying that we needed to upgrade one of our receiver/DVRs because they are retiring their old coding scheme and transmission protocol (well, they didn’t say it quite that way, of course), I was very careful to make sure I wasn’t extending my commitment.

Sure enough, when they showed up with the new unit they presented me with a document that, deep in the fine print, extended my commitment. I didn’t sign it, of course, but I’m sure there’s an entry somewhere in some DirectTV database claiming I did. When did constant vigilence and an hour of pouring over boilerplate become a prerequisite for receiving a video signal? When did a law degree become a near requirement for buying a cup of coffee?

In the extensive Terms and Conditions that Starbucks wanted to impose with my purchase of the card, is the exculpatory “Starbucks participating store.” That doesn’t include Florida turnpike locations, where are where I buy as much as half of my grande soy no-whip mochas. So we’re now talking break-even at around 120 cups,  because the turnpike Starbucks are franchise operations. Of course, it never directly says anything about turnpike locations. You find that out later. Hope you kept your receipt!

Starbucks is rolling this out because the losses just keep mounting, and they’re trying to find a way to aid their loyal customers in the long run while tapping them for a loan in the short run. But there’s a darker side to it. The folks they’re screwing are the ones who think they’ll continue to be able to afford designer coffee but won’t. Maybe that’s me, but even if its not, I don’t want another ritual on top of the ritual of buying a cup of coffee. I just want the cup of coffee.

Would it be too crazy for them to just say they need money and they’re hoping their regular customers might kick in a little extra to get through the rough times, instead of making it look like they’re doing me a favor when they’re just making my coffee-buying experience another opportunity to be shamelessly pitched?