Starbucks Makes Big Bet On Day After Super Bowl: Data Shows The Move May Have Won

Starbucks Corporation (SBUX) made a strategic move on the day after Super Bowl LIX, offering a free tall hot or iced coffee to Starbucks Rewards members. This promotion, dubbed "Starbucks Monday," was a clever way to capitalize on the post-Super Bowl buzz and drive foot traffic to its stores. The company's data shows that the move may have paid off.

On February 10, 2025, the day after Super Bowl LIX, Starbucks saw a significant increase in visits to its U.S. locations. According to data from Placer.ai, visits to Starbucks locations in the U.S. were up 11.3% to their daily average from January 1, 2024 to February 10, 2025. Moreover, visits to Starbucks U.S. locations were up 26.3% compared to the company's average Monday from the same period.

The "Starbucks Monday" promotion was exclusive to Starbucks Rewards members, which could have encouraged non-members to sign up for the program. Although the exact number of new members is not provided, the promotion could have contributed to the 1% year-over-year increase in loyalty rewards members, which ended the first quarter with 34.6 million members.

Starbucks' "Starbucks Monday" promotion was part of the company's larger turnaround plan, which includes increased marketing investments spearheaded by CEO Brian Niccol. The promotion was a smart way to tap into the post-Super Bowl buzz, offering a "free coffee" incentive to fuel customer loyalty and brand nostalgia.

In conclusion, Starbucks' "Starbucks Monday" promotion was a successful marketing strategy that drove customer engagement and potentially increased sales. The data from Placer.ai suggests that the promotion was effective in driving more customers to Starbucks locations on the Monday following the Super Bowl. By leveraging the attention surrounding the Super Bowl, Starbucks effectively engaged both new and existing rewards members, contributing to the company's overall growth and success.