Starbucks is cutting back on its discounts and promotional offers, reports say [Video]

(CNN)— Starbucks is reducing promotional offers that are usually available on its mobile app to encourage customers to pay full price for its beverages.

The change is part of Starbucks’ new CEO, Brian Niccol, strategy to reposition the company as a premium brand.

The move will also reportedly reduce the strain on employees, who get flooded with work when promotions are advertised.

In September, the coffee giant offered extra loyalty points on Tuesdays and deals on certain drink purchases on Saturdays.

That was a shift from deeper discounts earlier this year – such as half off and “buy one, get one free” offers.

Additionally, there won’t be any broad holiday offerings this season, as the company said instead it plans to promote seasonal drinks through advertising.

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