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.

[READ MORE: Starbucks individualizes loyalty offers ]

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 r

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