Starbucks is treating members of its loyalty program to free coffee the day after the Super Bowl. On Monday, February 12, Starbucks Rewards members in the U.S. can enjoy a free tall hot or iced-brewed coffee at any time during the day. The offer is limited to one drink per customer.
To claim the free coffee, Rewards members will find a coupon in the Starbucks app, which can be applied when placing a mobile order. The coupon is also redeemable in-store or at the drive-thru.
Even those who join the Starbucks Rewards program on Monday will be able to use the coupon in-store.
This promotion is designed to help customers power through the “long Monday” after the big game. It also serves as a strategy to attract new members to Starbucks’ growing loyalty program. The company has seen an increase in membership and spending, with growth in both the most recent quarter and year-over-year. Additionally, foot traffic from non-rewards members also rose during the same period.
The recent surge in customers follows several new initiatives under CEO Brian Niccol, who took the helm in September 2024. These efforts aim to reinvigorate Starbucks’ sales and reconnect the brand with its coffeehouse roots.
Among the changes, Starbucks recently reintroduced condiment bars at locations in the U.S. and Canada, allowing customers to customize their drinks with creamers, milk, and sweeteners, following their removal during the COVID-19 pandemic. The company also resumed serving drinks “for here” in mugs, glasses, or personal cups, and reinstated free refills for dine-in customers with hot brewed or iced coffee, or hot or iced tea.
Additionally, Starbucks has eliminated charges for plant-based milks, including soy, oat, almond, and coconut milk, at company-owned stores in the U.S. and Canada. In line with a simplification of the menu, Niccol also revealed plans to reduce the food and beverage offerings by 30%. However, Starbucks remains committed to innovation, with plans for limited-time drinks to celebrate Valentine’s Day.
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