The internet (or at least Twitter) lit up briefly this morning when Starbucks announced that they are going to change the way customers earn loyalty program points. Customers were outraged that the company was changing how various “elite” status levels are reached and how much money they would have to spend before they qualified to “get something free.”
Since I moved to the sticks and don’t drive past half a dozen Starbucks locations on my daily commute maybe I feel this change a little less acutely than the average overpriced coffee drinker. Or maybe it’s just a beautifully wrapped case-in-point of everything that is wrong with America today… because customers, presumably regular customers who enjoy Starbucks products and services, are now up in arms because the company is making it just a little bit harder to get free shit.
Let that idea sit with you for a while. Starbucks, a business that exists for the purpose of making money through the sale of coffee and related ephemera, actually wants its customers to spend a little more money before getting something for nothing. I’ll even take it a step further and directly question when we as a society decided that it was our God given right to expect people and business to give their products away. Somehow we’ve managed to take a gesture of goodwill and thanks – a free cup of coffee – and twist it into some kind of entitlement.
I learned from a young age that sometimes life is tough. The world doesn’t owe you a damned thing besides the chance to work hard, scrape, and make something for and of yourself. Past that, you’re not entitled to a thin dime – or a $5 cup of coffee – from anyone else. So when you do get something for nothing, be appreciative instead of immediately taking to the internet to cry that it’s just not enough.
If you think you’re getting a raw deal from Starbucks take your business elsewhere. There are hundreds of businesses that would be happy enough to take your money. Better yet, go get yourself a nice Italian coffee machine so you can cut out the middle man and *gasp* learn to brew your very own java. You’ll save a lot more money doing that than you’ll earn back through any customer loyalty program.
As always, not a sermon, just a though.