Starbucks Kicks Off 'Happy Hour' Promotions To Boost Afternoon Traffic

Posted On: 5/15/2018

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SEATTLE -- Starbucks is on a mission to build its afternoon traffic by rolling out new cold coffee and tea drinks and "happy hour" promotions featuring cold beverages.

The coffeehouse giant said it is broadening its focus to the occasional Starbucks drinker after focusing heavily on the 15 million people in the U.S. who had signed up for its customer-loyalty program. According to the Wall Street Journal, Starbucks found that the 60 million monthly visitors who aren't loyalty program members purchase more items in the afternoon than they do at other times of the day. The downside is that they don't frequent the chain enough to lift sales.

According to market research firm NPD Group Inc., coffee shop chains see about 59% of their traffic in the morning, and while they get only 23% in the afternoon, it is a sizable and growing business. And people make nearly 5.4 billion visits to fast-food restaurants and coffee chains between the hours of roughly 2 p.m. and 4 p.m. each year, spending $27 billion.