Rival coffee chains Starbucks and Dunkin’ Donuts are launching two separate coffee giveaway days to incent both loyal patrons and new customers to come into their stores.
Starbucks will hand out free 12-ounce cups of coffee from 10 a.m. to noon March 15 in company operated stores. The giveaway is part of the company’s second national coffee break.
And this year, Starbucks is launching the effort internationally in Canada, New Zealand, Australia, Thailand, Malaysia, the Philippines, Indonesia and greater China.
“We want to introduce new customers to the world’s best cup of coffee,” says Lisa Passe, program manager, global brand strategy and communications for Starbucks. “We want people to take a break from the daily grind and have an experience with Starbucks coffee.”
The promotion is designed not only to retain brand loyalty with existing customers, but it’s also meant to “bring in customers who have never stepped foot in Starbucks,” she said.
What’s more, Starbucks has launched a mobile store locator to help customers find the nearest store. Coffee lovers send a text message with their zip code to “MYSBUX” (short code 697289) and receive up to three locations in their area. Consumers with a smartphone or other Web-enabled device can visit Starbucks.com to find company stores.
“This is something customers have been asking for,” Passe said. “We have thousands of calls each year of people asking for Starbucks locations.”
Throughout March, Starbucks U.S. and Canadian stores will host product demonstrations. And Baristas will offer tips on how to select the perfect coffee blend to use with customers’ favorite foods. The company will also launch its annual brewing sale, in which consumers can buy top-of-the line coffee machines at discount prices March 13-April 2.
Online materials, radio spots and print ads will support the giveaway.
For its part, Dunkin’ Donuts is kicking off its first all day Free Iced Coffee Day on March 21. Customers who visit any participating store that day will receive a 16-ounce cup of iced coffee. The offer will run for 24 hours.
Dunkin’ Donuts expects to hand out 610,000 cups of iced coffee nationwide as part of the promotion, the company said. More than 5,300 stores in the U.S. will participate in the giveaway.
TV spots, radio tags and in-store signage will support the promotion.
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