Coffee fans—and those suffering from the after-effects of last night’s Super Bowl—are being targeted by a major chain, which is promising some customers a free drink on Monday.

Starbucks customers who are part of the brand’s loyalty program are entitled to a coupon for a free 12-ounce coffee that can be taken hot or iced, the store says.

Why It Matters

Starbucks, which was founded in 1971 in Seattle, Washington, is the world’s largest coffeehouse chain. The free drink move comes despite plans by new CEO Brian Niccol to make huge savings at the brand by cutting the number of deals and promotions. The freebie was advertised in a 15-second commercial during the Super Bowl, while a longer, 60-second ad promoted the brand more generally, with the company vowing to return to its roots. A voiceover told viewers that the “Starbucks you love is back… hello again.”

What To Know

Customers who are part of the “Starbucks Rewards” loyalty scheme can activate a coupon that will appear in their Starbucks app on Monday in order to get a free coffee. The coupon can be redeemed in stores or via an app order, and the recipient can choose one tall hot or iced coffee.

The coffeehouse chain has been battling struggles on various fronts, following a rough time since the Covid-19 pandemic and a series of worker strikes. A tough 2024 forced the brand to announce that several locations would close across the U.S. in 2025.

Besides Niccol’s commitment to cutting the number of freebies and other promotions, he also plans to strip back the menu to simplify the choices on offer in the hope of speeding up service. He has also said he wants to bring back condiment bars, increase staffing levels, refresh some stores’ layouts, and launch a new marketing drive that will target a broader range of potential customers.

What People Are Saying

Starbucks CEO Brian Niccol, who took the role in September 2024, said in an open letter that the chain was a “beloved brand” that serves up “magic,” but he added: “There’s a shared sense that we have drifted from our core […] in some places—especially in the U.S.—we aren’t always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better. Today, I’m making a commitment: We’re getting back to Starbucks. We’re refocusing on what has always set Starbucks apart—a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas.”

Last year, Starbucks Chief Financial Officer Rachel Ruggeri admitted the company had been “unable to change the trajectory of our traffic decline, resulting in pressures in both our top-line and bottom-line.” She added: “We are developing a plan to turn around our business, but it will take time. We want to amplify our confidence in the business, and provide some certainty as we drive our turnaround. For that reason, we have increased our dividend.”

What Happens Next

Starbucks will be hoping the free coffee will draw back its base of loyal customers, as Niccol settles into his role with the hope his changes will see the brand’s fortunes improve.