Starbucks here launched a hot-hit promotion for coffee lovers in March, and the limited-time offer has now returned: After 1 p.m., bring in the receipt from your morning purchase to get 50 percent off a beverage purchase. As an added bonus, you can buy up to five cups at the discount price.
How does this affect the brand? By charging full price in the morning, Starbucks retains its brand values and premium image. And by charging half price to coffee advocates in the afternoon, it creates a more affordable first-trial opportunity for those who’ve never tried gourmet coffee. Plus, the offer allows prospective customers to experience the brand with friends. Net result: More coffee sold, and perhaps more Starbucks fans born.
The savvy idea clearly made sense to gourmet-coffee rival McCafe, which quickly launched a copycat promotion in April.
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