Starbucks Coffee Company is personalizing mobile promotions to customers as they approach stores. The coffee giant is leveraging location-based marketing technology from Radar to send promotions of specific drink discounts or other deals via push-based text notifications to customers when they are near one of its stores. Typically, the discount is personalized to match the customer’s favorite drink based on their purchase history. Location-based marketing is core to the Starbucks mobile marketing strategy, and has helped the company maintain one of the most engaged customer bases in the quick-service restaurant vertical and second place in the 2025 Brand Finance annual report of the world’s 25 most valuable restaurant brands. The Starbucks app is the industry leader in active usage, with 48% of US restaurant app users surveyed by The Manifest saying the Starbucks’ app is the one they most regularly use. In addition, 34.3 million of the retailer’s U.S. reward members made up nearly 60% of their U.S. sales as of the first quarter of 2024. Other app features include the ability to place orders for DoorDash delivery from local Starbucks stores within the Starbucks app in the U.S. and most of Canada.