Starbucks begins offering its $2 afternoon drink deal in all markets

Starbucks says it will now offer its morning customers any iced grande beverage for $2 after 2 p.m. The promotion was previously only offered in Seattle, Chicago and Miami. "I think we've kind of hit the nail on the head," says Brad Stevens, vice president of customer relationship management. "It's easy for baristas to implement and it's easy for customers to understand." (Read the Associated Press story)

Comments

[Tara]

I always just ask for a grande cup containing only a tall amount of coffee. That way I always have room for milk/cream and never lose value. Problem solved.

[Moe The Chimp]

Can I tell you something? I went in to Starbucks today. Instead of a friendly chit-chat (not that I expect it), I'm now being told the "latest promotion". I could tell the barista was trying to get the sales pitch out as fast as she could, so that she could then start making my drink.

Yeah, it feels pathetic. It reeks of pressure - not that I'm feeling it directed toward myself, but that the employee is feeling it. She was surely told what to say, and how to say it. I could do without it. It feels so artificial.

When she pitched me the promo, I was like, yeah, uh-huh, I heard about it in the news. I really wanted to say something like, "you don't have to 'sell' it, ok?". It's like any semblance of humanity has been bled out. I felt like I was dealing with an automaton. Again, I'm not looking for "barista / customer connection". Just be real. Be a person.

[Torontodude]

Let's say this one is a winner.

Let's say the $2.00 cold drink afternoon promotion becomes permanent.

Why would this be bad?

Starbucks would get $4.26 a day from me -- on days when it previously would have gotten nothing. And I would start loading my card in 50 or 100 dollar increments instead of 20 dollar increments.

Now, there may not be enough people like me. This may not work in every market. But there are plenty of people in big cities who go from work to the gym. A Vivanno on the way is just what they want. And to get the $2 price, maybe they'll stop in for a morning coffee, too

Anyway, it's worth a shot...despite all the negativity here.

[omg]

FOR NEW GOSSIP LOOK AT BLACK TUESDAY NEW COMMENTS THAT I GOT TODAY FROM MY MANAGER'S CONFERENCE CALL

[Justin]

i am excited i can get a vivanno for 2 bucks - i assumed that was not part of the deal.

this is a winner for sure, the cost of the drink is less than the two dollars so starbucks will still profit. i love it! there are some days when i say to myself, "this is a two trips to starbucks type of day" and i will be saying that a heck of a lot more when i know round 2 will only be 2 bucks.

i did feel bad for the barista today explaining it to everyone in line - signs could have been posted to make it clear (not to mention it is ON the receipt for those who can read)

[Pat Nerr]

"But, of course, if you believe Pat Nerr and some of the others, the die is already cast, and it won't matter long term, because there is no long term."

There will be a long term... it just won't be the Starbucks you're used to... Starbucks, a subsidiary of YUM Brands

[ThinkingBarista]

My thoughts are as follows:

I work in OKC, one of the test cities for a $2 cold grande where you do not need a receipt, just a card that they distributed via hand out in the stores, and local newspaper. We have been doing this for a few weeks now. The result has been overwhelming to say the least... it gets crazy busy after 2. Now we have the morning "treat" receipt on top of it...

Our SM sat down and did the math, we are not making enough money @ 2 dollars a pop with this promotion to increase labor in order to properly be able to do lobby slides, clean, fill pastry's, fill RTD, etc... The result is a very busy and very messy store most of the time. We can keep up with the foot traffic, just not what goes on behind the scenes so to speak.

However, I am surprised by the amount of people that do come in that are not regular Starbucks goers... and they keep coming back, every afternoon... I think this is a tremendously effective way to both increase foot traffic into the store and a great way to extend the customer base.

So, this is a push I both support and applaud... I just wish we had more labor (((sigh)))

[mabarista]

I don't get it... One of the reasons Starbucks is struggling so badly right now is because of the crappy economy, (well, that and crappy leadership, but that's for a different rant) so why on Earth would anyone be opposed to giving customers cheaper drinks? It's not like we're bringing out some silly promotional drink, or weakening our products, or overextending the Starbucks brand with this move, so how exactly is it a bad thing?!?! I worked an 8 hour shift today, and I can tell you that customers were legitamately enthusiastic about this. It encourages repeat visits, increases sales, and makes people feel better about shelling out money for drinks, because at least it is a really good deal. All of these things are good.

I really think some of you six-digit partner number types (I'm a 150... before you ask) bring up some great points up here, but sometimes you really need to lighten up a bit, and I think this is a good example. No company ever maintained success without making some changes along the way; and while I will never fully know the "values" and "glory days" of Starbucks that I hear some of you mention, I can tell you for a fact that the store I work at is a wonderful place to be for both partners and customers, and I have seen several stores like mine over the year that I've worked for the company. As long as those stores continue to thrive, I will continue to have faith that Starbucks will be just fine in the end.

[Tony]

To those concerned about "losing value" and getting a tall coffee in a grande cup... you are buying a DRINK.. and that half and half or milk that you are putting in your coffee costs more than the coffee itself. If you order a "tall coffee," that is coffee with whatever you put in it to fill a TALL cup... don't be so tacky and ask for a grande cup to add 5 oz of half/half to it. And furthermore, don't get an iced drink with "no ice and a cup of ice on the side" and expect to get a full cup of drink that you can now make into two drinks. No, I don't work for Starbucks, so don't chalk this comment up to an angry barista.I swear, the ghetto latte crowd has grown... so tacky!

[wholahay]

labor isnt based off sales, its based off transaction count

[ThinkingBarista]

My understanding is that the amount of labor is calculated by total sales and then the labor is set at the DM level... Transaction count is what determines the distribution of that allotted labor. Most stores still do more transactions in the AM so that's where the bulk of the labor would and does remain. The ALS takes transaction count, not sales into account when generating a schedule... could some one clear this up for me?

[Cat Pony!?!]

Bah. At first I didn't know why this promotion 'bothers' me so much, but I thought about it for a bit:

a. I don't want another drink. I spend enough time and money at starbucks. I actually think going to starbucks multiple times per day verges on being unhealthy. So, this promotion neither gives me something I like nor helps me getting something I like for less money / time / energy / effort. What's the point.

b. It incentivizes baristas to push a paper receipt into my hand - I hate paper receipts / extra stuff in my pockets. (Self-preservation mechanism to stay organized). That's why I love being able to pay with a card, say 'no receipt thanks' and just scoot away. No signing, no receipt, etc.

... it's really the first point that's more bothersome though. How is this a promotion? This is akin to a restaurant saying 'come back to eat again later this evening and we won't make as much money the second time around!' I've never understood what the big deal would be for them to roll out a paper - or heck, make is more high tech - based 'every 10 drinks, 11th drink free' card.

They keep on trying all this ridiculous stuff. Meanwhile, their (intelligent) competitors recognize that what people really want is: a. something tangible, b. something free, and, c. something that rewards loyalty rather than sponatanaeity. Bux is failing all all three accounts right now! (I speak regarding the promotion in specific, not the company overall)

[trixi g]

Sweet Mother! $2 drinks kicked our ever lovin' Barista butts. Same labor. New faces that we could not even anticipate. And the Vivanno... I have done the math. We are selling it as a lost leader anyway! Now its just $2?! We exceeded expectation at $2 a pop. Most folks were patient and kind but it brought forth a new kind of customer. "I don't normally come in the afternoon so I am going to become a modifier MONSTER!" I am tired and hope for more labor hours next week based on blended sales $2 or not.

[Nikko]

ok all. for those of you who are unhappy with Starbucks' direction, that's very understandable. I'm a two-year partner and already I'm groaning. but Please respect basic rules for business and understand that a business (such as Starbucks Coffee Company)must make money in order to exist, and they do not scheme to steal, they scheme to profit. "Truth" it is your fault for spending money at Starbucks, nobody forces you to go there. Do not be a "victim", all you need to do is keep your wallet closed, and stop voluntarily spending your money at a company you detest.

[Nikko]

sorry "Truth" I was venting at "Boyle Cutt"

[Right-Wing Barista]

maBarista and Thinking Barista I agree! I am down in a severely unprofitable store in the summer (Chatham, Illinois) Ever heard of it? I don't think so. On rollout day for the $2 grande cold drink, business increased dramatically. Starbucks understands (thank goodness) that it's not exclusively about the product, it's about the price. I wouldn't come in at $4 a drink if I weren't a partner, but with this deal I definately would. Lower prices = more business = more money. It's as simple as that

[Cali ASM]

Wholahay is correct, labor is based on transactions. How many transactions occur throughout the day, what types of transactions occur, and at what time of the day do transactions occur is what generates the workload which in turns creates the schedule.

In other words, if most of your transactions occur in the morning, ALS creates a workload with more people scheduled in the morning.

Those items that have a higher preparation time allotted to them, such as frappuccinos, give labor during the times of the day when the most are rang through the POS. This may not necessarily occur in the morning at some/most stores.

Additional labor is also created through what we call filler tasks. Time is given in ALS for opening duties, closing duties, preclosing duties, deposit preparation and transportation, admin, oven cleaning (if it applies), and ordering and receiving shipments.

[Right-Wing Barista]

one importnat thing to realize is that not all Starbucks stores are the same. In Chatham drive-thru , business is slow, service is friendly but not very knowledgeable(drink stickers disable new partners) and as like many drive-thru's, summer business slows. then there's the cafe only stores, like the one I work at in Chicago (Rogers Park 2428) summer is really busy and the older store was literally not designed for Starbucks new promotions, these stores have more difficulty with the added tasks and less time with each customer to explain the new deals. and buy the way, the biggest sacrifice Starbucks has committed is the training of new partners. with new markets and over-expansion, the quality is low because new partners these days do not even know what con panna is. I always believed that the customer was paying a lot not only for great drinks but also exceptional service and knowledge. With quality training slipping among new partners (at least in my areas) the customer looses the sense of why he/she came to Starbucks in the first place. we must hold on to what separates us. Our service and knowledge is legendary...please lets all strive to preserve that.

[Wyfind]

My store is a high volume store and strangely enough, we didn't have too much of a problem in the afternoon. We're often busy in the afternoon (and the whole day really) and so we were kind of afraid that we'd be EVEN MORE busy because of the $2 drink special.

I loved that people came in from other stores where they didn't tell them that it wasn't for ANY grande drink but only an iced grande drink. Surprisingly some people just forgot about it or tried to get tall drinks for $2 and didn't want to "upgrade" to save. We didn't have too many people redeeming it either.

Anyone else have any freak stories like this?

[PAYDAY FRIDAY]

This is a bit off topic, but will SMs be getting their bonuses for last quarter? Or has anyone already received it? Or in light of all this, will it be axed?

[Tall Drip]

I think it's a good idea...I just wish they would actually offer it to me. It's been going on for weeks, yet during that time, the promo has only been offered to me once. I took advantage of it.

[Torontodude]

I'm a fitness and health freak. And sure, Starbucks, has lots of unhealthy stuff. I've ranted on about this before.

All I can ask for is choice. And a break on price. Strabucks now offers both. The Toronto, Boston, DC, and Manhattan neighborhoods I've lived in are full of people carrying gym bags and yoga mats. This is the Vivanno crowd.

Want to eat healthy? Just avoid all baked goods. Stick with brewed coffee or espresso drinks and Vivannos.

My only objection to the Vivanno was the price. If the $2 promotion comes to Canada and becomes permanent, that goes away. And my coffee habits will change forever.

[Ellen]

I couldn't agree with you more, torontodude. The people who I know who can't live without their SB in the morning are precisely the people with lives on-the-go enough that a Vivanno as a breakfast is a fantastic idea that meets their nutritional requirements.

[omg]

the orange-mango vivanno is YUMMY, it's truly my favorite drink i hope we keep it!

[bichywon]

I don't like to get huffy, but people who think that Starbucks is just pouring coffee and chatting with people are the one who need a reality check. All these comments about our partners being stupid and having no idea what hard work is... let me tell you, you really have no idea.

Example, yesterday one of my partners had a guy practically yell at her for trying to explain the $2 promotion to him while he was on his phone. She apologized to him somewhat sheepishly. He then began to berate her because he had been made to feel that he had hurt her feelings, this was when I came back on the floor to settle the situation down. This guy was unapologetic and inappropriate. Still, I had to smile and listen to him further berate me. Then he got his drink and left.

I have worked in factories, I have worked in offices, I have worked in all kinds of restaurants as well as other coffee shops. I have never had to deal with so many high and mighty self-rightous assholes as I have at Starbucks. And we are not morons, and we are not lazy. I'd like to see one of those people who thinks we are come in and do my job for a day.

I think all those people with "real-world" jobs that get to come in my Starbucks and work on their computers all day have it easy, but at least I am intelligent enough to know that the grass always looks greener on the other side of the fence and you don't know anything until you've walked in someone elses shoes.

You don't understand because you don't understand the job. Period.

And I would like to state for the record, I adore most of my customers, about 95% of them. They are what keeps me coming back. However, when I can't fit a word in edgewise around sampling and explaining promotions and fronting questions about what corporate is doing, it ruins their experience and mine.

[truth]

Uh, 'dude', do I need to remind you that you live in.... TORONTO.

Let's see how many iced drinks you are ordering in November.

[Ryan]

Many of their loacations are bady managed. I have found the milk condiments
area empty at many times. I may be the only customer in there. There will be 3 or 4 behind the counter. Why cant they use this "slow" time to restock etc. Many of employees are simply unaware whats going on.

[jacquelyn]

I'm still not clear on whether I have to go back to the same store in the afternoon as I went to in the morning? Can I take my receipt into a different store and get my $2 drink?

I wanted to ask the barista at the counter this morning but there were a ton of people and I did not want to bog things down even more.

[radiopromoguy]

I don't see what all of the argument is about... If you don't want to go back after 2, don't go back. Case closed!

[Argentius]

RE: what I like to call "condiment bar latte crowd."

Normally, I am pretty good about Just Saying Yes, even to requests that are clearly manipulative attempts to not buy the drink you want.

But, since I've tendered my resignation, I'm a little more open about sharing how I really feel about these things.

So, the lady yesterday who ordered a Venti Carmel Frappuccino in two Tall cups, whipped cream and extra caramel drizzle on both, was quite upset when I rang her for two talls.

"Oh," I replied, "I was just ringing up what I'd thought you ordered. You wanted a Venti instead?"

"No, I want it in two talls, but I want to pay for one Venti. What should I do," she huffed, "order a venti in and another cup on the side?"

"Sure, whatever you'd like to do, we'll do it. I am just trying to be fair to the people who order and pay for two tall Frappuccinos like everyone else," I replied.

Hey, at least I didn't share my REAL feelings with her.

But let me tell YOU all, I have worked in the service industry for 10 years, and at starbucks for less than 1 year.

Considering it all, there are some good folks at Starbucks, on both sides of the bar. But, considering the bottom ten per cent, I'd take a grocery store, I'd take a convenience store, I'd take a restaurant, anything, over the self-righteous jerks who call Starbucks their cafe of choice.

But, here's the thing.

Here's the REAL kicker:

These types wouldn't go to ANY other cafe but Starbucks, I guarantee it. We're the only ones that put up with this kind of crap.

So, yes, they are some of the ones that drive business.

[AliCat]

I'll never understand why ALS doesn't calculate labor by drink count and not transaction count. It does us no good when over half the people who come in during morning rush order multiple drinks... 5 vivannos here, two white mocha and a caramel frappuccino there... oh wait, that was just two transactions, right? Forget that it was eight drinks...

[Ryan]

I live close to a Caribou coffee shop in Atlanta, I'ts usually crowded in afternoon. Across the street is a Starbucks, practically no one there. Why is that? The answer is better coffee , always hot, less bull, less patrionization. It's not the economy thats dooming Starbucks.

[Cali ASM]

Right wing barista:
My store is the same way. It was built in 1999, opened in 2000. The store was definitely not built to accommodate all these new promotions. The CBS is very small with no room for extra syrups, dry inclusions, extra ice scoops, etc.

Our espresso bar area barely has enough room to fit our current offerings.

I do enjoy working in my store despite this. I love how it's small enough to where we don't have a lot of cleaning during closing shifts.

We're supposedly getting our 10 yr remodel soon. With the way things are in this company right now I'm not sure we're going to get the remodel :-(

Regardless we still get the job done and have fun doing it.

[Nerfebarista]

Argentius,

The latest craze is this group of teenage girls that come in and order (wait for it) venti blended strawberry WATER! and only want to pay for the "add strawberry" roughly 50 cents. It really burst their bubble when I asked them where they can get a 24oz blended drink for 50 cents and then told them we wouldn't even bother making it if they werent prepared to pay for a strawberries and creme...

Then there's the people that grab the mango naked juice and want that blended with strawberry at no extra charge...

Tall drip in a grande cup.. is a grande drip with room for cream...

Dopio on ice in a venti cup.. iced venti latte...

OH! and we get the clever folks that order triple tall americanos and go out of their way to make sure we ring in a grande americano.. cheap cheap cheap..(can we fix this in pos btw?)

[Argentius]

Nerfe -- you are mostly on the right track.

We get the "blended strawberry water" crew too. It's simple for me: Blended Strawberry Lemonade Sub Water.

The Venti-in-two-talls frappuccinos I will make, under Just Say Yes. But on the blended strawberry water, it's pretty clear that "ADD STRAWBERRY" is to add it INTO a drink that already exists. I simply will not make it unless they'd like to buy it.

People don't seem to understand that the ingredients are only a smallish part of the total cost of the drink -- labor to prepare, serve, and clean up after a blended beverage is the biggest part, and depriciation on the blenders contributes, too.

But, on the Americano thing: The BRM clearly describes that one should charge Americanos by the number of shots of espresso that they contain, not the size of the cup. The only difference is quantity of water -- so if they wanted a Quad Tall Americano, that's the same difference as a Venti Americano with Extra Extra room. No skin off of mine to shrink the cup.

[Nerfebarista]

It's splitting hairs to worry over what turns out to be 15 cents, but if it were only a matter of how many shots were in the drink.. they would ring up the same. I charge people for what they order, not what they wish to pay for. =)

[Torontodude]

re: Vivannos during winter

I drink smoothies year round. I usually prepare them at home, using milk, protein powder, bananas and chia seeds. The ingredients aren't cheap and the clean up isn't fun.

A two dollar vivanno looks good to me.

[z12]

Could someone please explain a little more about the new hot chocolate coming out this fall?

Thanks :)

[bichywon]

jacquelyn-
The receipt has to be used the same day but is good at any store... although I'm not sure about licensed store or B&N cafes.

nerfebarista-
the americano ringing standard is actually outlined that if someone orders a triple tall that you charge for a grande. it's kinda the policy...

[Kraig]

Hi...

I'm a little confused about this new promotion...

Is it $2 for a drink period? Or do you need a receipt from an earlier drink in the day?

Thanks for the clarification. I only drink Starbucks in the afternoon/evening, but would love to take advantage of the promo.

Kraig

[Dave]

"it's kinda the policy"...Why do so many employees differ on how to do things in the stores?

[barrister barista]

Kraig,

You have to have your receipt from the previous transaction that day.

[Jj]

z12 there is a new hot chocolate coming out?

[mapunx]

i heard about a vanilla protein latte for fall 1. steaming protein/fiber in the milk.
also yesterday we sold 19 $2 drinks. nineteen extra sales was nice but we only got 38 dollars on the deal where it would have been at least 55. also all modifiers are included so im sure im going to start seeing some doubleshots with 5 extra shots.

[what?]

I used to come to this site to get information before most of the rest of the store. People used to discuss topics and were exited to share stories. Now I come to this site and all I see on every thread the negativity.

"this is the fate of Starbucks"
"everyone's going to complain"
"this is the end of sbux"

why can't everyone just shut up and let the company do what it has to do? no company is doing well right now. It's not just starbucks.

[what?]

I used to come to this site to get information before most of the rest of the store. People used to discuss topics and were exited to share stories. Now I come to this site and all I see on every thread the negativity.

"this is the fate of Starbucks"
"everyone's going to complain"
"this is the end of sbux"

why can't everyone just shut up and let the company do what it has to do? no company is doing well right now. It's not just starbucks.

[Bushrod]

My local uses a code that gives it free!

As a consumer: Win!

As a stockholder: Not so much!

[mapunx]

if you only do half of the steps to ring it up right you give the drink away. there are three steps to give the discount.
1. ring drink like normal
2. dscnt 77
3. test, $2 grande cld.

[Melody]

Can you get a personal cup discount with a treat receipt? I've been asking for it and getting confused answers from baristas - sometimes yes and sometimes no. I'm confused.