Starbucks Coffee's Official Douyin Promotion for 0.01 Yuan Coupons? Later Refused Redemption Claiming It Was a Test

Starbucks Once Again Tops the Hot Search List

This time it is down to the controversy around a 0.01 yuan marketing campaign.

Yesterday the topic "Starbucks exposed for not honoring 0.01 yuan coupons on Douyin" trended on Weibo and instantly ignited public anger. Netizens voiced their frustration with comments like, "If you cannot handle it, do not run promotions."

The incident began when Starbucks launched a promotion on Douyin offering 0.01 yuan coupons for two cups of Flat White coffee. The campaign started on the morning of November 23rd, but by around 1 PM netizens began reporting that they could not redeem their coupons. They then received SMS notices saying distribution had failed, with system-initiated automatic refunds expected within 1 to 3 business days. According to media reports, roughly 900,000 orders were sold before the campaign link was taken down.

That evening Starbucks China issued an emergency apology and pinned it to the top of its page. The statement explained that an internal testing link had been activated by mistake that morning, that system settings had since been corrected, that automatic refunds had been initiated and consumers notified by SMS, and it extended apologies.

After the response, netizens argued that this was an internal issue that should not inconvenience consumers, especially since people who bought earlier had already redeemed their coupons. Under the trending topic, comments ran: "The point is some people already redeemed theirs successfully," "Some people are already enjoying their drinks, and your host urged us to order quickly, does that not count as illegal traffic diversion?" "Cannot handle it, cannot handle it, cannot handle it," "Just withdraw now, so embarrassing, even Luckin Coffee is more generous," and "Your mistake, you should bear the cost. Why refund me? I am filing a complaint at 12315."

Legal Perspective

On Weibo, Fan Chen, a lawyer at Beijing Jingshi Law Firm, said that Starbucks' internal operational problem should not affect its responsibility and obligations to consumers. Once customers paid 0.01 yuan for a coffee coupon, a contract was established between them and Starbucks.

Under the Civil Code and the Consumer Rights Protection Law, Starbucks should fulfill its obligations as agreed, and cancelling the contract unilaterally through a statement clearly constitutes a breach of contract. In the long run, cancelling a promotion without honoring it may lead customers to see the business as lacking integrity. Starbucks should cherish its reputation and fulfill its promotional commitments to keep an image of trustworthiness with consumers.

Starbucks' Marketing Strategy Adjustment in China

Perhaps because competition in the coffee market has intensified, Starbucks seems to have started adjusting its marketing strategy in China at some point. This year it has been opening stores aggressively in the country. As of the end of September, Starbucks operated 6,021 stores in China, a 12% increase over fiscal year 2021.

Starbucks has also begun handing out a range of coffee coupons and running frequent discount promotions. On its app and mini-programs, and on platforms such as Meituan and Ele.me, it periodically issues spend-and-save coupons and buy-one-get-one-free vouchers. It has waived delivery fees, offered a "6 yuan off on purchases over 50 yuan" gift coupon, a Double 11 pre-sale "Starbucks Large Cup Hoarding Card," and "choose any 10 coffees for 240 yuan." Guides on how to "take advantage of Starbucks deals" keep circulating on social platforms.

Product Innovation

Starbucks has also sped up new product launches. In June this year Starbucks China introduced a new iced coffee category, the "Shaken Espresso" series. In July some Reserve stores launched the Starbucks Reserve Whiskey Barrel-Aged Coffee series, introducing 11 new products at once. In October came an autumn series led by the Creme Brulee Macchiato.

Conclusion

Starbucks is not the only brand stepping up its expansion in the Chinese market; others are accelerating too, and the coffee sector has become highly competitive. Starbucks' recent move has drawn considerable attention, raising the question of whether it will affect revenue in the coming quarter.

Image source: Internet

FrontStreet Coffee Recommendation

Ordering a flat white is one thing; making one at home is another, and the bean decides most of it. FrontStreet Specialty Blend is the blend used in FrontStreet's own flat white demonstration: pulled as a ristretto base, 20g of coffee to 32g of liquid in 22 to 25 seconds, then combined with 160ml of fresh milk, it brings cream, hazelnut and white chocolate. The milk is steamed to a thin, fluid foam of 0.3cm, with air taken in for only 1 to 2 seconds and a finishing temperature of 50 to 55 degrees Celsius, so the first sip already carries the coffee's oils.

If you prefer a fruitier flat white, FrontStreet Strawberry Candy Espresso is the other direction. Its bitterness is very low and it extracts with generous grape and blueberry notes balanced by gentle acidity, so paired with fresh milk it drinks almost like a strawberry milkshake. FrontStreet Classic Blend is the crowd-pleaser for milk drinks in general, with a full, low-acid body and rich, fine crema that stands up to milk without disappearing.