Abstract

The present paper aims to present the promotional strategies employed by Starbucks to promote an American model of coffeehouse in the Romanian context. Both offline and online promotional activities are undertaken by the company, which succeeded in maintaining the consumers’ attention and love even during difficult times, such as the impossibility to serve customers indoors at the peak of COVID-19 pandemic. Communicational strategies are interesting both for identifying the specificity of Starbucks as a brand, and for the business communication in general.