Coffee drinkers, rejoice! Starbucks is back with their Happy Hour deals, but this time they’re giving the people what they really want – espresso.
In past promotions, the Happy Hour Deal has been limited — to the dismay of busy baristas — to just frappuccinos, but in this reboot, customers can also get their hands on discounted espresso and iced tea drinks.
The deal kicked off yesterday with the chain announcing 50% off drinks from 3 p.m. to closing time until future notice.
The other difference this go around? Starbucks is working on their digital presence, so to capitalize on the sweet, sweet deals, you’ll have to either download the mobile app and get on their rewards program (I know I’m not the only one who’s on their way to Gold status) or register for an invitation online. In the same vein, those who sign on will receive notifications of new offers throughout the year. Starbucks has officially mastered the win-win.
This new initiative is part of the coffee conglomerate’s plan to heighten their digital relationship with consumers. In a press release the company put out earlier this week, they said, “This evolution in Starbucks Happy Hour promotion is part of the company’s ongoing strategy to strengthen digitally enabled customer relationships beyond its Starbucks Rewards™ loyalty program.”
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“With nearly 100 million customers in our stores every week, we’re looking for more opportunities to engage directly and personally, providing them with special benefits and offers that are meaningful,” said Chief Strategy Officer Matt Ryan.
And I say they’re not doing half bad. They’ve even made it possible for all customers, not just rewards members, to pay via the app, streamlining the process and making it easier for us all to get our caffeine fix.
I’m personally not mad about getting my vanilla iced latte even quicker.