Starbucks is offering discounts on coffee, food, and drinks, or “bonus stars,” the company’s version of loyalty points, at select stores on Mondays in March.
The company has dubbed the promotion “happy Mondays,” and its first weekly deal lands on March 7: half-off Frappuccinos. To claim the special offers, which last from 2 p.m. to close, a customer has to be a member of Starbucks’ rewards program.
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Starbucks’ (SBUX) other deals include getting half off a food item with the purchase of a drink on March 14; earning three bonus stars when you order and pay through the company’s app on March 21; and earning five bonus stars when you spend more than $10 dollars on March 28.
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Customers were recently upset when Starbucks changed the terms of its rewards program to grant two stars per dollar spent in-store versus one star per transaction, as had been the scheme previously. The program is one of the world’s most successful with more than 11 million active members.
Starbucks’ brand perception suffered as a result of the change, dropping 50% in terms of its “buzz” score, a metric that aims to quantify the positive associations people have with a brand, according to market research firm YouGov.
The company clocked in at number six on Fortune’s list of Most Admired Companies this year.
