Yahoo Finance The Starbucks App Is Changing for the Worse—and Customers Won't Be Pleased
Brace yourselves, BOGO lovers. We've got some bad news. Several publications including CNN and The Wall Street Journal have confirmed that Starbucks will soon be pumping the brakes on its deals and promotions. Typically available through the coffee shop's mobile app, the promos have included everything from 50% off drinks on select days of the week to buy one, get one free deals.
The decision to scale back on deals comes through Starbucks' newly-appointed CEO Brian Niccol. According to CNN, Niccol is hoping that the move will help the chain climb back to its position as a premium brand.
Additionally, offering fewer promotions could lessen the load for baristas who find themselves slammed when these popular promos are active.
Despite a constant stream of promotions at Starbucks, sales at the coffee shop have declined for two quarters in a row. Specifically, there are more infrequent customers, and customers ages 18 to 29 are visiting less often.
The latest Starbucks news comes roughly one month after Niccol promised to do better with the brand in an open letter. In the letter, the new CEO didn't shy away from pointing out where the brand has faltered in recent years.
“In some places—especially in the U.S.—we aren’t always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better,” he admitted.
Something tells us that these changes to the Starbucks app won't go over well with customers.
You Might Also Like
