What Is a Long Black? Payments and the Starbucks Card Fee Dispute

Starbucks Star Gift Cards continue to draw complaints over deferred management fees. One consumer, Mr. Gu, bought three 100 yuan cards in January 2020, never used them, and learned in May that they had been activated on delivery, carried a three-year validity period, and still incur a monthly fee after expiry. Starbucks declined his refund request.

Ms. Zhang was charged for 22 months, and complaints keep appearing on the Black Cat platform. The core question is whether the mechanism is a reasonable rule or a failure to remind customers. The dispute has run for years, and it matters well beyond gift cards, since prepaid balances affect how any drink, from an espresso to a long black, is paid for.

The issue of Starbucks Star Gift Card deferred management fees has repeatedly been pushed into the spotlight in recent years. Although the controversy has lasted for several years, recently some consumers have still reported that their Star Gift Cards were continuously charged this fee without their knowledge. From Mr. Gu's experience to the case of Ms. Zhang being charged for 22 months, and then to the endless complaints on the Black Cat platform, is this charging mechanism a reasonable rule or a failure to fulfill the obligation to remind? Consumers and Starbucks each hold their own views, arguing endlessly. This article will sort out the whole incident, the views of all parties, and the official terms, to help you understand this long-lasting dispute.

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As a world-renowned coffee chain giant, Starbucks has always been the focus of public attention. And just yesterday, a report about Starbucks Star Gift Card deferred management fees once again pushed this brand to the forefront of public opinion.

Yesterday, multiple media outlets successively reported that Starbucks' long-controversial Star Gift Card deferred management fee is still being continuously deducted without consumers' knowledge. Once the news came out, it immediately triggered dissatisfaction, doubt, and heated discussion among many consumers.

It is reported that this matter originated from a complaint made by a consumer surnamed Gu to a complaint platform. Mr. Gu said that on January 3, 2020, he purchased three Star Gift Cards with a face value of 100 yuan each on Starbucks' official Taobao flagship store, and had never used them since. It was not until May 9 this year, when he planned to use these cards, that he consulted Taobao customer service about how to operate them and only then learned that the Star Gift Cards had already been activated when they were sent out, and that the validity period after activation was three years, which had now expired.

Customer service also explained to Mr. Gu: "The Star Gift Card can still continue to be used after expiration, but a 'deferred management fee' will be deducted every month." Mr. Gu, who knew nothing about this, was very surprised and said he could not accept it. He demanded that Starbucks refund the management fees that had already been deducted, but customer service responded that fees already deducted cannot be returned.

It is worth noting that the controversy over Starbucks' "deferred management fee" is not new. It appeared as early as several years ago, and similar complaints have occurred even more frequently in the past two years.

For example, in February this year, a citizen, Ms. Zhang, reported to the media that the Star Gift Card bound to her Starbucks account had, without her knowledge, been continuously charged a "deferred management fee" for 22 months. Through the Black Cat consumer service platform, it can also be found that there are no small number of complaints involving Starbucks' "deferred management fee"...

Regarding this, netizens have always held different views and kept arguing!

Some netizens believe that Starbucks has failed to fulfill its obligation to remind consumers, damaging consumers' rights and interests⬇️

"Is the activation process very complicated? Can't customers just activate it themselves when they use it? Do you need to activate it for them in advance?"

"A standard clause that fails to fulfill the obligation to remind consumers and reduces consumers' rights and interests can be used to argue that the deferred management fee clause is invalid."

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From the product details page of Starbucks' Taobao flagship store, it can be seen that although the page contains an explanation of the activation validity period of the Star Gift Card, it indeed does not directly and clearly indicate that a management fee will be charged after deferral.

But some netizens also believe that the official website already has clear terms and conditions, and it is one's own fault for not remembering to use it until it expires⬇️

"After the expiration date, a two-yuan management fee is charged and it can still be used. Isn't this a conscientious company?"

"It's been three years and only then did you remember. Whose fault is that? How many merchants just ignore it after expiration?"

"If you don't read the terms yourself, then don't be afraid of losing those few hundred yuan. You waited out the entire three-year validity period, so what were you waiting for? Waiting for it to expire before making a fuss?"

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On Starbucks' official website, explanations can indeed be found regarding the validity period of the Star Gift Card and the fees deducted after the card expires. Simply put: "After the Star Gift Card's validity period expires, it is extended for 30 days, and in the following month, the previous month's deferred management fee will be deducted from the card. The management fee is charged at 1% of the card balance, with a minimum of RMB 2 yuan. The subsequent extension period and extension method are the same, until the balance is fully deducted."

Regarding the above "dispute" involving Mr. Gu, The Paper once contacted Starbucks' official customer service, and the other party said it would record the situation and report it, and later arrange for a specialist to resolve it and call back. However, as of before publication, we have not yet seen any relevant reply.

So, what do you think about the years-long charging controversy over Starbucks Star Gift Card "deferred management fees"?! !

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