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Fortune
Fortune
Chris Morris

INSANE: Get ready to pay more at starbucks | Vintage Vibes

(Credit: Nicolas Economou/NurPhoto via Getty Images)

It’s about to cost more to get your Starbucks fix.

The chain has been offering a series of discounts over the past year as it attempted to lure back customers. But the Wall Street Journal reports that new CEO Brian Niccol is ending that practice, opting to return to a positioning as a premium brand.

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