Starbucks resumes promotions after 'Tank Day' controversy

Starbucks Korea offered a free drink and food discount coupon to Starbucks Reward members on Wednesday, resuming customer promotions that had stopped since the 'Tank Day' marketing blunder.

The company's summer coupon event opened Wednesday for Starbucks Reward members, a loyalty program for customers who sign up through its website or app. The program had about 15 million members as of early this year.

Existing members received a free coupon that can be exchanged for a hot or iced tall-sized Americano, cafe latte or vanilla latte on Wednesday. A 30 percent discount coupon for food items — including sandwiches, cakes, bread and ice cream — was also issued the same day.

New users who join by July 31 will receive the coupons the day after signing up. The free drink coupon and food discount coupon can be used until Aug. 14.

A tall-size iced cafe Americano costs 4,700 won ($3.10), while an iced cafe latte and an iced vanilla latte each cost 5,200 won.

Starbucks Korea postponed its promotional events and summer product launches after facing criticism over a "Tank Day" promotion held on the anniversary of the May 18 Gwangju Democratization Movement. The event drew criticism for allegedly using phrases that mocked the democratic movement.

In an internal notice on May 20, Starbucks said it "feels a heavy sense of responsibility" over the controversy.

After a month-and-a-half pause in promotional activities, the company introduced its delayed summer products in late June and has now resumed member-only promotions.

"The promotion is part of a customer benefit program that has been operated for a long time," a Starbucks Korea spokesperson said.

Starbucks has been offering benefits for its Starbucks Reward members. In April, it provided size-up coupons for cold brew, aerocano and sweet milk coffee. In March, it held an event for customers who purchased cherry blossom-themed merchandise. In January, it offered buy-one-get-one-free coupons for americano, cafe latte and vanilla latte drinks, while also providing 30 percent discount coupons on barista-made beverages in January, February and April.

BY HAN YOUNG-HYE [[email protected]]