It appears Starbucks has stopped sitting on its hands and is finally trying to do something to lure customers back into its stores. As of this afternoon, many of the Starbuck stores will have cheaper prices and/or free coffee promotions. Apparently this is just the beginning of many more promotions to come, but Starbucks will not disclose many details about the promotions they are brewing up or where those deals will take place.

They did provide a few examples however:

• From now until July 23, customers in New York City, Philadelphia, Washington, Boston and Detroit, who show their "Iced Brew Coffee" card will get a free 12-ounce iced coffee on Wednesdays.

• Customers in Atlanta and Indianapolis holding a similar card can go every day and get a free 12-ounce hot or iced coffee.

• In other areas customers can enjoy discounts on drinks all day on Friday, Saturday and Sundays.

• In some cities, repeat customers are being rewarded by showing their morning receipt after 2 p.m. and being rewarded with a 16-ounce cold beverage for $2 or they can save a $1.00 on a cold beverage after 1 p.m.

This Is Just a Test

Image is important to Starbucks and as they test their new promotional strategies, it seems they are being careful not to let their image get tarnished. Running after the McDonalds and Burger King customers does not seem to interest them, at least they aren't admitting to it. Instead they are focusing on trying to get their clientele back inside their stores by designing regional promotions that they believe make sense.

"With the economy the way it is right now, people want value, but they want value that is relevant to them," Stevens said.

Rewards

Posted on the Starbucks website, anyone signing up for a rewards card from now until July 14, can receive a coupon for a free beverage as well as participate in other rewards promotions including:

• Refills at no charge while at a Starbucks and during the same visit.
  
• Buy a pound of whole bean coffee and get a free 12-ounce beverage.
  
• Receive up to two hours of AT&T Wi-Fi service.

To get the rewards, customers must show their rewards card at time of service.

Too Little Too Late?

If this strategy will be enough to save the troubled Starbucks or if it will be forced to close more stores beyond the 600 closures recently announced, is anybody's guess. One thing is for certain - during these tough financial times, doing nothing is not the answer.

See Also:

• Starbucks tests promotions across US
  
• Starbucks' Reward Pages