Starbucks launches invitation-only happy hourStarbucks launches invitation-only happy hour

Starbucks junkies looking for an afternoon caffeine jolt can expect a half-off deal come Thursday through an expanded happy-hour menu.

The Seattle-based coffeehouse operator said it will offer 50-percent off select espresso, iced tea and Frappuccino beverages from 3 p.m. to close.

But there’s a catch: the drink offers are by invitation only.

“Happy-hour events and offers will vary, so customers will be notified of upcoming activities through the Starbucks mobile app or directly to the email address provided, if they have opted to engage with Starbucks digitally,” the company said in a statement on Tuesday.

Since Starbucks debuted happy hour in 2010, the deal has been limited to the Frappuccino, with any blended drink 50-percent off from 3 p.m. to 6 p.m. Now more drinks are up for grabs and for a longer time frame.

The digitally-focused happy hour is part of Starbucks’ goal to entice more customers to interact with the company through mobile devices.

More than 30 percent of all Starbucks transactions in the U.S. are paid with a mobile app. That represents roughly 15 million active users who make purchases through the Starbucks Rewards loyalty program.

The invitation-only happy hour is expected to entice millions of additional customers to give the app a try, said Matt Ryan, executive vice president and chief strategy officer.

“This shift in happy hour is just one example of how we can further establish, strengthen and develop digital relationships with our customers,” Ryan said in a statement.

Earlier this week, Starbucks began expanding its mobile ordering and payment program to all app users. The app feature, which doesn’t require registration, will continue to roll out in the coming weeks for new users, the company said. 

Easier access to Starbucks Wi-Fi is another digital initiative. Starting next Monday, customers will be required to enter their email one time when logging into a location’s free Wi-Fi network. Afterward, access will be automatic for all future sessions with the same device.

Starbucks said Wi-Fi users will be “among the first to know about the latest news, deals and offers from Starbucks — including future happy hour offers.”

Other quick-service brands offering happy-hour programs to increase afternoon visits include Taco Bell and Sonic Drive-In. Carl’s Jr. and Hardee’s, whose parent company is Franklin, Tenn.-based CKE Restaurants Holdings Inc., launched its first happy hour earlier this year.

The program, available daily from 2 p.m. to 5 p.m., features only the double charbroiled slider, priced at $1. The sliders and the happy hour deal are available through April 24.  

Contact Nancy Luna at [email protected]

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