Starbucks' newly announced $2 afternoon beverage is reserved for customers that have already purchased a coffee drink earlier in the day. Essentially, the plan is a buy-one-get-one-half-off promotion, and Starbucks knows that many consumers have a tough time passing up what's perceived as a "discount."
On one hand, the three-week promotion might encourage daily customers to return in the afternoons when they may normally opt for another type of pick-me-up. But on the other hand, I'm not sure the promotion will attract customers who are already loyal to Starbucks's competitors when it requires visiting the store twice in one day. After all, $2 is still money in your pocket if you weren't planning on spending it in the first place.
Do you think the promotion will help get the ailing company back on its feet, or do you think it will be an overly caffeinated flop?