What is the main reason to follow Starbucks' pricing policy at the register?

Following Starbucks' pricing policy at the register is primarily about ensuring consistent pricing. This consistency helps maintain the brand's image and customer trust, as customers expect to pay the same prices regardless of which location they visit. It also simplifies transactions, making it easier for cashiers to process orders without ambiguity regarding pricing. Furthermore, consistent pricing across stores allows Starbucks to uphold their value proposition and avoid customer dissatisfaction that could arise from price discrepancies. This approach also aids in managing customer expectations and reinforces the overall customer experience, which is a key focus for Starbucks.