Starbucks Korea trials discount-based subscription for loyalty members

Starbucks store near the Ewha Womans University in Edae, Seoul | Photo credit: Starbucks

Starbucks Korea is trialling a new subscription service for its 13 million Rewards members, offering daily discounts on barista-prepared beverages alongside further savings on food and delivery. 
 

The ₩9,900 ($7.45) ‘Buddy Pass’ monthly subscription gives loyalty members a daily 30% discount on barista-prepared beverages after 2pm. Additionally, subscribers receive a further 30% off food orders once a month and two free delivery coupons. 

“We are piloting a subscription service for the first time to provide differentiated benefits that only 13 million Starbucks membership members can enjoy. As this is a programme designed exclusively for Starbucks Buddies, we expect that many customers will experience it and their Starbucks experience will be enriched,” said Son Jeong-hyun, CEO, Starbucks Korea. 
 

The trial will run across the coffee chain’s 1,900 outlets in Korea for three months from 1 October 2024. In a press release, Starbucks Korea said it will analyse the benefits of the initiative before deciding on a longer-term roll-out.  

The move comes a month after Starbucks Korea announced sweeping beverage price rises to offset ‘consistently soaring costs’. The price of the premium coffee chain’s grande (16oz) and venti (20oz) cup sizes increased by ₩300 ($0.22) and ₩600 ($0.44) respectively on 2 August 2024. 
 

Starbucks opened its first store in South Korea in 1999 at the Ewha Womans University in Edae, Seoul, and is now present across 82 cities in the East Asian country.  
 

Starbucks Korea is majority owned by retail giant E-mart, which in January 2022 added a 17.5% stake to its original 50% ownership of the coffee chain for a reported $411m. The remaining 32.5% stake is held by Singapore sovereign wealth fund, GIC.