Starbucks coffee for ₹100. The perfect opportunity for the brand’s fans to deep dive into the tallest drinks on the menu. After last year’s frenzy, it’s not surprising that this time the latte addicts were better prepared. By 7 am, crowds began to line up, skimming through the menu and deciding what to order.
The scene was the same at Starbucks coffee shops from Mumbai to Kolkata.
Last year, when Starbucks celebrated the launch of its 100th store, it declared that every tall or short drink on its menu would be sold for a flat ₹100. The scheme was so successful, they did it again this year to celebrate International Coffee Week.
Standing in queue, it was fun trying to guess what the next customer would order. Many bought the most expensive drinks on the menu: caramel macchiatos, hazelnut latttes, white chocolate mochas. Meanwhile some of the millenials just picked the best looking drinks, for Instagram.
Elango, the manager of the outlet in Alwarpet said that the crowd-pleasers were the hot chocolate or the Java chocolate chip. The outlet saw 2,600 customers by 5 pm, and he said he expected numbers to go up before the day ended.
At Express Avenue as well, huge numbers of coffee-lovers stood patiently in long but quick-moving lines. Most of them ordered more than one drink.
Starbucks 100 was a chance for people to explore all the drinks on the menu at a reduced price. A short glass of their cappuccino, for instance, costs ₹180 on a regular day.
The firm announced a range of coffee-related events this month. It began with Brewtober Week, which featured Travel the World in Seven Sips, launched on October 1. This introduced seven flavours from around the coffee belt, including regions such as Latin America and Africa. Starbucks also organised a master class coffee experience bar and latte art for its consumers.
It must have been a long day for the staff. However, Veetika Deoras, Head of Marketing, Category, and Digital at Tata Starbucks said that even by midnight, the team said they were willing to do it again, energised by the enthusiasm of their customers.
