Starbucks announced on the 11th that it will extend the operating hours of its major stores until 10 p.m.
According to Starbucks, this adjustment in operating hours is being implemented as part of normalizing the hours of some stores that had been operating on reduced hours due to COVID-19. The change will apply to 80% of all stores and will be effective until mid-month.
An analysis of the Good Evening event, which ran for two weeks from the 23rd of last month to the 6th of this month, showed that sales of decaffeinated coffee more than doubled compared to the same period last year. The Good Evening event offers customers up to 50% off on handcrafted beverages when ordering a total of 20 kinds, including 11 decaffeinated coffee options and 9 caffeine-free beverages, after 5 p.m.
Starbucks plans to extend store hours as the number of customers visiting stores in the late afternoon has increased. Hong Seong-wook, the operations support manager at Starbucks Coffee Korea (SCK Company), noted, “We are continuously presenting promotions related to extending operating hours to firmly establish our role as a third space where customers can comfortably stay at any time.”