The Facebook page also contains a URL for a mobile version of the coupon so users can simply show a barista their cellphone screen and qualify for the free goodie. Pastry selections will vary by location, but will include muffins, bagels, croissants, pound cake, coffeecake, danish, doughnuts and scones. Starbucks is actively trying to promote its baked goods menu, in the face of morning-daypart competition from other chains ranging from McDonald’s to Dunkin Donuts. The coupon and supporting marketing materials stress the quality of Starbucks’ pastries.
“We’re making a change,” the ad reads. “Your food not only tastes better, it is better. Real food. Simply delicious.” The ad goes on to specify that the chain’s baked goods contain no artificial flavors or dyes, no trans fats, and no high-fructose corn syrups.
Starbucks has recently used social media to distribute coupons for free offers. From July 7 through 19, Facebook users could send coupons for Starbucks’ coffee-flavored grocery-store flavors to their friends on the network. Up to 20,000 free coupons were distributed in batches of about 800 every hour. If all the free pints were given out for a particular hour, Facebook users were asked to return later and try again to send the discount.
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