Retailers, consumers and prices
Starbucks’ cafe-to-market coupons
Starbucks cafes in the United States are handing out a limited number of coupon books designed to drive its cafe customers to grocery stores where the coffee chain’s ice cream, bottled drinks and coffee beans are sold.
“We started in the coffee aisle. But the other aisles got jealous. So now, we’re all over the grocery store,” reads the little brown book of coupons, available now in company-operated stores.
The books include discounts like $1 off ice cream pints, $2 off bottled Frappuccino drinks or $1 off 10- or 12-ounce bags of coffee.
Licensed stores, such as those operated in grocery stores and book stores, will get the coupon books on Friday, Starbucks spokesman Alan Hilowitz said.
The company said its latest effort is an “evolution” of its long-standing efforts to promote cafe products in grocery stores, and vice versa.
For example, when the company launched its new daily brew Pike Place last year, grocery shoppers who bought a bag of the new blend got a coupon code at check-out that entitled them to a $5 Starbucks gift card.
Similar efforts are percolating overseas. In Switzerland, Starbucks is giving away a voucher for a free espresso beverage with packages of coffee purchased in supermarkets. The promotion will travel to the United Kingdom, France and Germany later this year.
(Image courtesy of Starbucks)