Company looking to get lighter-roast drinkers into the fold
San Francisco, CA -- (SBWIRE) -- 01/18/2013 -- The latest push for promotions has been launched by Starbucks this week, and the emphasis is clear: No matter one's preference, free is always a good bet to get people interested.
The starbucks coffee chain has begun to encourage customers to try out their Blonde Roast coffee, which had its debut in 2011, and even more fresh addition, Vanilla Bean, for free in samples for a limited time.
The chain is now offering free 12oz cups of Blond and Vanilla Blonde coffee over their Facebook application and through the purchasing of “eGifts.” Once one signs up for the app, one can send either one's self or a friend a coupon that is redeemable for a free cup of light-roast coffee.
Starbucks is opening pop-up stores across some cities, such as Boston, New York, Washington D.C., Philadelphia, and other large easter and Midwest cities, that will offer the free cups of coffee. They will also offer coupons for up to a dollar off packaged beans for either variety.
Starbucks had initially made the push for the pitch-black roasted coffees, which were richer in taste. However, after Starbucks trained the country's palates to a more light-based roast, they decided that they should switch the promotion to focus on the lighter blend. According to a QSR magazine study, 40% of coffee drinkers enjoy the lighter blends over the larger roasts.
Starbucks is hoping that by pushing the Blonde Roast blends harder, it can win over the $1 billion segment of the market that is interested in the lighter flavors.
Responding to the early push of the promotion, Starbucks released this statement through a spokesperson: "We have experienced overwhelming interest in our new Light Notes app," the Starbucks spokesperson said. "And although we have distributed all of the vouchers for free coffee, customers can still visit the site and send a Light Note to a friend or family member."
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