Starbucks cuts back on app discounts, pushing full-priced sales

WASHINGTON (TNND) — Customers can expect to pay more for their favorite drink at Starbucks.

The coffee chain is reportedly scaling back on promotional offers through its mobile app to get customers to pay full price, the Wall Street Journal first reported.

The new CEO, Brian Niccol, made the move as part of a new strategy to reduce the strain on employees after restaurant chains leaned on discounts to win back customers, according to WSJ.

It is one of the first major moves under Niccol since Starbucks's sales have fallen for two straight quarters, CNN stated.

Additionally, in the last year, revenue has slipped, and locally, calls from employees at certain locations to unionize as they push for better pay and better staffing have not ceased.

The latest promotions ran in September and offered extra loyalty points on Tuesdays and deals on drinks purchased on Saturdays in contrast to buy one get one and 50% off offered months earlier.

In a letter to employees last month the new CEO said he wants to return the Seattle coffee giant to its roots as a "community coffeehouse."

"There’s a shared sense that we have drifted from our core," he said. "We have an opportunity to make the store experience better for our partners and, in turn, for our customers."