Starbucks Korea's evening promotion 'Good Evening' offers 30% off any handcrafted drink when purchased with cake or a sandwich after 6 PM. After expanding the offer on June 18 to include all handcrafted drinks (previously only decaf/caffeine-free) and adding sandwiches to the eligible food items, Starbucks reported a 20% daily average increase in handcrafted drink sales after 6 PM over a 25-week period. Sandwich sales rose 36%, blended drink sales nearly doubled, and decaf Americano sales increased by 30%. Based on these results, Starbucks extended the pilot program through the end of the month and plans to run it through year-end to encourage evening café visits and provide more value to customers.
