The Ratings Game: Starbucks wants you to take an afternoon coffee break

Starbucks wants to drive more rewards program members into stores in the afternoon

Starbucks Corp. is looking past its traditional focus on the morning rush to afternoon coffee drinkers, who very often are not members of the company’s loyalty program.

Nearly half of the volume sold in the afternoon is purchased by customers who are not members of the My Starbucks Rewards program, according to Rosalind Brewer, the coffee purveyor’s chief operating officer. These customers are more often unaware of Starbucks products when compared with rewards members.

Active My Starbucks Rewards members in the U.S. now total nearly 15 million.

See:Starbucks drops to lowest consumer-perception level since November 2015

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