Looking to get an extra jolt of caffeine to get you to the weekend? You’re in luck. Starbucks has announced a new happy hour for Friday after 3pm.
The deal enables Starbucks Rewards members to purchase any grande or larger drink and receive an additional drink for free. Customers who are not Rewards Members need to sign up online to redeem the free code.
This promotion is part of the Happy Hour deal that Starbucks has historically run on Frappuccinos during the summer. After saying it would abandon the promotion in January due to slumping Frappuccino sales, it was relaunched in March.
“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 — which currently has nearly 15 million active users — creating a more seamless and relevant experience for all customers both in and outside of Starbucks stores,” the company said in a statement in March.
While Starbucks Rewards has been one of the successful loyalty programs to date, most of Starbucks’ same-sales growth has come from these customers ordering through this program via mobile, which now represents 37 percent of the company’s sales.
Because of this, Starbucks is now focused on integrating new customers into the program.
“We have got 75 million people coming up through our doors each month, 15 million in the rewards program,” said Starbucks CFO Scott Maw. “What about the other 60 million? We know you will convert a million or two every year into Starbucks Rewards, but what can you do beyond that?”
While the program encourages loyalty, having more customers ordering on mobile benefits and more people downloading the app means that Starbucks can personalize ads to a new set of customers, which Maw believes is crucial for the business.
In addition to the happy hour deal for program members, the company has announced the Starbucks Greener Stores framework, which is a commitment to designing, building, and operating 10,000 sustainable stores by the year 2025. The framework is built upon comprehensive performance criteria that help ensure the company’s commitment to operating with a smaller climate footprint.
“Simply put, sustainable coffee, served sustainably is our aspiration,” said Kevin Johnson, President and Ceo of Starbucks. “We know that designing and building green stores is not only responsible, it is cost effective as well. The energy and passion of our green apron partners has inspired us to find ways to operate a greener store that will generate even greater cost savings while reducing impact.”