For the first time since it was introduced in 2010, Starbucks Coffee Company is extending Happy Hour beyond Frappuccino to include deals and offers on select beverages including espresso, iced tea, Frappuccino and more. But that’s not all—these invitation-only offers are also being extended all the way through the year to give customers more ways, and days, to get what they love from Starbucks.

Happy Hour kicks off this Thursday at participating Starbucks stores in the U.S. and Canada, with 50 percent off any espresso beverage from 3 p.m. to close, local time for customers who receive an invitation.

Happy Hour events and offers will vary so customers will be notified of upcoming activities through the Starbucks mobile app or directly to the email address provided, if they have opted to engage with Starbucks digitally.

This evolution in Starbucks Happy Hour promotion is part of the company’s ongoing strategy to strengthen digitally enabled customer relationships beyond its Starbucks Rewards loyalty program, which currently has nearly 15 million active users – creating a more seamless and relevant experience for all customers both in and outside of Starbucks stores.

“With nearly 100 million customers in our stores every week, we’re looking for more opportunities to engage directly and personally, providing them with special benefits and offers that are meaningful,” says Matt Ryan, executive vice president and chief strategy officer for Starbucks. “This shift in Happy Hour is just one example of how we can further establish, strengthen and develop digital relationships with our customers.”

Earlier this week, the company expanded the ability to Mobile Order & Pay to all mobile app users, a feature previously available only to Starbucks Rewards members. This feature will continue to roll out in the coming weeks for new users of the Starbucks mobile apps.

And, beginning next Monday, customers who log on to Starbucks in-store WiFi will be asked to provide an email address once, and will be connected for all future sessions for that device, creating a more seamless customer experience. In return, they will be among the first to know about the latest news, deals and offers from—including future Happy Hour offers.

News, Starbucks