"Bitter Sweet Poetry" (by Kanye West)

Starbucks Japan seems to provide some sweet treats for its customers lately.

It has been offering a "One More Coffee" campaign this year. Thanks to the campaign, any customer, who purchases a cup of drip coffee, is able to get one more cup with only JPY100 (a tall cup usually costs JPY340) at any other Starbucks store on the very same day. Initially the campaign was supposed to be only temporary from January 14 through April 13. Yet, the gourmet coffee company has extended the term, and now decided it for an infinite time period.

Last year the specialty coffee company also offerred a JPY50 discount for any customer who brings one's tumbler. It was a big deal since the stores normally discounts JPY20.

They are indeed sweet treats. Thanks, Starbucks. I really appreciate it. (Forget all those stupid, imaginable marketing strategies by the coffee store!) With Starbucks VIA, the company's new product, its financial performances have beated markets' estimate, and perhaps help introduce such discount campaigns.

Still, there're some bitter aspects for frequent Starbucks goers.
First, we won't forget that the coffee shop raised the drink prices by JPY20 or so years ago. Second, keeping the prices are not enough given a decade-long deflation in Japan. Last but not least, imported coffee beans should be cheaper in terms of strong Japanese Yen these days.

Starbucks' multi-year, private contracts with coffee bean suppliers might prevent further actions from lowering the retail prices. Reportedly the company often pays double the commodity price. Definitely, Starbucks Japan also needs money for its CAPEX. It plans to open 80 new drive-thru stores this year in Japan.

With all those facts and assumptions in mind, I can't simply welcome the infinite One More Coffee campaign. And my coffee tastes bitter. Not sweet. It's not that I pour neither syrup nor sugar in my drip coffee, by the way!! :P