The last few months of the year are a popular time for coffee chain Starbucks thanks to its famous pumpkin spice drinks and various peppermint- and gingerbread-flavored holiday offerings. But this year, as the weather gets colder and you're more likely to stop in for a hot drink, don't expect to get any discounts on your order.
According to a new report from The Wall Street Journal, Starbucks is scaling back promotional offers through its mobile app in an effort to have customers pay full price for coffees and teas at the store. It's the latest move in a company-wide effort to drive up revenue as part of new CEO Brian Niccol's strategy to create a high-end image around the brand. It could also be a welcome choice for front-line Starbucks employees who are swamped with work during big promotions.
Take, for example, the offers to Starbucks app users in September compared to earlier this year. Customers last month got extra loyalty points on Tuesdays and deals on various drinks on Saturdays. This is a notable pullback from bigger discounts earlier this year like buy-one, get-one free deals and 50 percent off promos.
The goal, Niccol said in a letter to employees and customers last month, is to restore Starbucks' "community coffeehouse" image when sales seemingly have become mostly online- and app-driven with fewer customers sitting down inside.
"There’s a shared sense that we have drifted from our core," Niccol said, per CNN. "We’re committed to elevating the in-store experience—ensuring our spaces reflect the sights, smells, and sounds that define Starbucks."
So when you stop in for a holiday drink this year, don't expect to get it for cheap.
