Starbucks launches entry price menu

Starbucks offers one of the best “coffee + in-cafe experiences” in the world, no doubt. But in India, it has always been seen as an expensive outing for a majority of coffee-loving Indians. Unlike many other cafe chains in India, Starbucks offers a wide range of freshly prepared food items. While this has been a big draw for many regular customers, there are still many who have been weary about the food pricing at Starbucks.

To overcome this challenge, the company has taken a massive ATL campaign to annouce the introduction of new items on the menu, with a starting price “as low as Rs. 190 (USD 2.30).” While there is no doubt, this would be among the cheapest prices offered at Starbucks when compared globally, it is indeed a stretch for a majority of the target group of Starbucks consumers, especially the younger lot who frequent the cafes.

The limited-time offer will allow customers to enjoy their favourite food and beverages at their doorstep at a special discounted rate of Rs. 190. Customers can avail this offer on any of the classic tall, handcrafted beverages and select food items exclusively on Swiggy and Zomato delivery apps, available on the 3rd and 4th of June 2023.

Among vegetarian options, the offer includes tasty hits such as Chilli Paneer in Herbed Bun, Masala Potato Puff, Three Dip Chips, and Creamy Spinach & Corn Pocket, and for non-vegetarians the menu includes Bhuna Chicken Puff and Malabari Egg Croissant.

Customers can also indulge in a range of sweet delights such as the delectable Chocolate Brownie Cupcake, Double Chocolate Chip Cookie, and Hazelnut Triangle, all at just Rs. 190. The company has undertaken an ATL outreach through radio and digital media through influencers, to communicate this campaign.

The cafe chain, which has a joint venture with the TATA Group in India, operates over 360+ cafes across India, including its first ever 24-hour cafe in Chennai. The company is said to have crossed Rs. 1,000 Cr in revenues during the FY 2022-23. The company has also been making massive inroads into Tier 2/3 towns & highways.