Starbucks has revised its strategy to captivate customers by introducing two special menu items, Starbucks Es Yen and Iced Shaken Choc, starting at just 95 baht. They highlight premium quality at more accessible prices to meet today's economic needs.
Starbucks is aggressively targeting the mass market by launching two special menu items, "Starbucks Es Yen" and "Iced Shaken Choc," starting at only 95 baht. Catering to value-conscious customers with the concept "change from a red banknote" while maintaining premium ingredient standards, the brand aims to expand its customer base and address the current economic situation.
Amid an economy where consumers are cautious about spending, Starbucks, a global coffee brand, has created a buzz by offering a more accessible "Starbucks experience" through launching two special beverages at affordable prices starting from only 95 baht. This strategy aims to retain existing customers and attract new ones seeking value.
The specially selected menu for fans to enjoy at this special price includes:
Starbucks’ move is not the first time a premium brand has lowered price ceilings. In recent years, the trend of "Affordable Luxury"—luxury within reach—has emerged to respond to fluctuating consumer confidence. Having menu items priced under 100 baht ("change from a red banknote") is a key draw to increase store traffic, especially among Gen Z and working adults seeking quality coffee daily.
These two value-packed Starbucks menu items are available at all Starbucks branches nationwide, Drive Thru services, the Starbucks® TH app, and all delivery channels except M Sphere GM floor and S. Nimman Soi 3 branches.
Starbucks’ launch of menu items starting at 95 baht reflects the brand's adaptation to consumer purchasing power while maintaining its strengths in quality and service. This is a smart choice to sustain the brand amid a highly competitive price market.