RWRetailWire
Back to Discussions
DISCUSSION

Starbucks shifts happy hour to invite-only

Written by Tom Ryan

Photo: Starbucks

Starbucks has brought back its popular afternoon happy hour with deals on Frappuccinos and extended the program to more items. The catch: it’s now invite only. Launched in 2010, the happy hour program offering half-off Frappuccinos from 3 p.m. to 6 p.m. typically ran during the first two weeks of May. But baristas had complained about the program since making Frappuccinos is time-intensive and customers regularly complained about the long waits. Starbucks also told analysts last July that the promotion it ran last May had “a lower-than-expected lift in non-discounted Frappuccino beverages following happy hour” and an overhaul of the program was signaled to stores in January. Among the changes:
  • More beverages: The program now includes special offers on select beverages, including espresso, iced tea and Frappuccino. The first deal was offered last Thursday for half-price off expresso;
  • Year-round: Instead of taking place during the first two weeks of May, the offers extend through the year. Last Thursday’s lasted only one day. Future offers and timings may vary;
  • Extends into night: The program now runs from 3:00 p.m. to close instead of 3:00 p.m. until 6:00 p.m.
  • Invite only: While the former happy hour was open to anyone, the updated program requires an invite code. Starbucks Reward members automatically receive the invites. Non-members can go to Starbucks.com/HappyHour to get an invite with a code.
Starbucks said the invite-only change “is part of the company’s ongoing strategy to strengthen digitally enabled customer relationships beyond its Starbucks Rewards loyalty program,” which has nearly 15 million active users. Non-members must provide an e-mail address or load Starbucks' mobile app and join up to receive offers. “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 Matt Ryan, EVP and chief strategy officer for Starbucks. Earlier last week, Starbucks enabled all customers to use mobile pay after previously limiting it to Rewards members.

Discussion Thread0