Since a revamped logo and a new coffee blend didn’t seem to work, Starbucks is now wooing caffeine addicts with cheap iced coffee drinks in the afternoon, the AP reports. Starting today, Starbucks will charge $2 for any iced, grande beverage bought after 2 p.m.–if you present a receipt for coffee purchased earlier in the day.
The promotion, which was offered in Seattle, Chicago and Miami earlier in the summer, will run through Sept. 2, in response to “consumers’ calls for more value at the chain.”
“I think we’ve kind of hit the nail on the head,” vice president of customer relationship management Brad Stevens told the AP. “It’s easy for baristas to implement and it’s easy for customers to understand.”
The strategy sounds a little like something a cigarette company would have done a half-century ago.