Starbucks is giving away free 12-ounce hot or iced coffee to its loyalty members on Monday to celebrate the day after the Super Bowl, a promotional tactic dubbed "Starbucks Monday." This includes a coupon in the mobile app, aiming to refresh members post-game. Despite this offering, the company has been reducing deals for loyalty members since last fall, shifting from discounts to a point system under CEO Brian Niccol, indicating a new marketing strategy to attract a wider customer base. Baristas have commented on previous overwhelm from mobile orders associated with rewards promotions.
Starbucks is offering a free 12-ounce hot or iced coffee to rewards members on Monday as a post-Super Bowl promotion, marking a trend of fewer deals this year.
The promotion, called 'Starbucks Monday,' is a gesture of appreciation for loyalty members and aims to help them recover from the Super Bowl festivities.
As part of its new strategy under CEO Brian Niccol, Starbucks has moved from offering discounts to providing members with points, influencing its promotional calendar.
Niccol noted, 'As we've shifted out of discounts into more broad-based marketing, that's helped us reach a broader base of customers,' reflecting the company's strategic change.
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