1. Starbucks launches new decaf range
Starbucks may have shelved plans to drive late-day sales with adult beverages as part of its Evenings program, but it is still trying to drive traffic after the sun goes down. And a beverage that relaxes rather than stimualtes remains central to that effort.
That’s at least part of the reasoning behind the chain’s new decaf platform in Japan, which makes an array of caffeine-free coffees, lattes and other java drinks available at any time of day. Starbucks says that its method of extracting caffeine leaves all of the flavor and aroma of its coffee intact, so guests who want to enjoy the full Starbucks experience but avoid the caffeine do not have to compromise.
The chain is marketing the 99%-caffeine-free drinks as a new option for a variety of scenarios, such as for guests who may be pregnant, those who want to unwind with a coffee later in the day, or those looking to make their mornings more relaxing.