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A fifteen-second ad aired during the Super Bowl gives few details. “Free coffee on us 2.10.2025” the spot reads, between clips of baristas opening a Starbucks store set to AC/DC’s “Thunderstruck.”
The chain of coffee houses is offering complimentary 12-ounce hot or iced coffees Monday to members of its loyalty program. To receive the beverage, customers must download the Starbucks app, and then order either online or in person.
A map of Starbucks locations in Los Angeles can be found on the company’s website. Some locations may not participate in the promotion.
The deal is likely intended to promote changes implemented under new Starbucks CEO Brian Niccol’s “Back to Starbucks” plan, unveiled last year. The plan is intended to address the brand’s declining sales by returning to the community-orientation which propelled its initial rise.
Aspects of the commercial address the plan’s priorities. In it, baristas are shown efficiently opening a store and greeting regulars, a nod to Niccol’s injunctions to “get the morning right, every morning” and “empower… our baristas to take care of our customers.”
Baristas have been instructed to write small, personalized messages on customers’ cups, and stores have been redesigned in order to encourage customers to linger.
However, these changes may risk sacrificing the improvements in efficiency which prompted Starbucks to adopt its older model. Employees have told CNN that writing messages on cups slows down the pace at which they can serve customers.
The Starbucks Monday promotion will be available through the end of the day today. Business hours vary by location, though some franchises in L.A. are open 24 hours.
