In an announcement Tuesday, the company dismissed the upcoming Happy Hours, scheduled for Dec. 17 and Jan. 7. Starbucks cited the rising rate of infection and noted “current guidelines from the scientific community for not meeting in large groups for extended periods of time.”
Instead, Starbucks will offer more “Double Star Days” for members of its loyalty program and said it will “reevaluate future plans as we continue to monitor the situation.”
Happy Hour was expanded in 2018 to include beverage offerings beyond Frappuccino and boosted Starbucks sales in the afternoon, which was previously a weak part of the day. The events, which take place every few weeks between 2pm and 7pm on Thursdays, offer a free second to guests who buy a craft drink (such as espresso blends, iced teas or cold coffees).
The Happy Hour promotion is only available to Starbucks Rewards members. This year, to motivate more people to join the program, the company expanded its loyalty program’s payment options to include cash, credit cards, and Apple or Google Pay. Previously, members had to use a Starbucks card to earn points. Rewards members account for approximately 50% of Starbucks revenue.
The promotion suspension is just the latest change fueled by Covid Starbucks (SBUX), which temporarily closed most of its US stores earlier this year, reduced operating hours in some places and kept its seating areas closed.