Tata Starbucks (India) has announced an extremely rare ‘Buy One Get One Free’ offer on its products. As part of the offer, customers can avail a free beverage upon purchasing any short or tall beverage from the core beverages menu. The special offer is applicable only on 7 May 2023 across India and is not available on the “Limited-time seasonal offerings”.
Deepa Krishnan, Chief Marketing Officer, Tata Starbucks said, “Over the last decade, Starbucks has been known for its welcoming third place experience and we’re always looking at ways to delight our customers. This offer is our way of thanking our customers and giving them a special way to enjoy their favourite Starbucks beverages. The offer is accompanied by a fun and quirky campaign that will surely be as exciting as the offer! Watch the most unlikely people come together for this irresistible offer.”
To further amplify this exciting offer, Tata Starbucks has curated an interesting campaign based on the insight that this is `An offer so good, anyone can be your plus one`.
The film which is conceptualized by Edelman India Pvt. Ltd and Produced by Scooter Films begins with King Akbar ordering a cup of coffee at the Starbucks store. As the rather perplexed barista shares the Buy One Get One offer with Akbar, charming Anarkali makes a grand entry breaking through a brick wall and cheekily asking for the free beverage. With rolling eyes and unhappy grunts, the duo enjoys their coffee while acknowledging the wonderful Starbucks offer.
Recently, the companh opened a traditional looking cafe at Chennai, much to the surprise of industry watchers. The store, which operates 24/7 is located at the Kathipara Urban Square, located somewhat in the centre of the city and in close proximity to Chennai Airport. The store design has style that is inspired by the architechture of Chettinad, famous for its kingsly mansions that prevailed during the 18th and 19th centuries.
Starbucks India crossed ₹1,000 Cr in annualised turnover in FY 22-23. Details here.
The company also opened its first beach facing cafe at Kozhikode (Calicut) recently.
Summers are not the preferred time for coffee cafes in India as most customers stay away from hot beverages such as coffee-based Cappuccino, Latte, etc. The cold beverages at cafes such as Starbucks are priced upwards of Rs. 250 for a single portion, which deters many. An offer such as this could drive walk-ins to try out the cold offerings.
Markets estimate that at Starbucks (India), sales of hot beverages is over 70% on an annualised basis and a food contribution to total revenues of 40% approximately. While the food at Starbucks has been well appreciated by Indian consumers, its cold beverages have fewer takers when compared to its global appeal, especially in tropical markets such as Singapore, Hong Kong, etc.
