The extended hours reflect the company’s expectation of rising seasonal demand for cold and low-caffeine drinks as summer approaches. (Image provided by Starbucks Korea)
SEOUL, May 11 (Korea Bizwire) — Starbucks Korea announced Sunday that it will extend operating hours at a majority of its stores to 10 p.m. by mid-May, restoring pre-pandemic hours as late-evening foot traffic and demand for decaffeinated beverages rise.
The move marks a shift from the reduced schedules implemented during the COVID-19 pandemic. Currently, about 50% of Starbucks locations in South Korea remain open until 10 p.m., while others close as early as 7 or 8 p.m., depending on the neighborhood.
With the new adjustments, the company expects around 80% of its nationwide locations will operate until 10 p.m., citing increased evening visits following the recent “Good Evening” promotional campaign.
The campaign, launched on April 23 and running through May 6, offered discounts of up to 50% on 20 drinks—including 11 decaffeinated coffees and 9 caffeine-free options—after 5 p.m. According to the company, sales of decaf beverages more than doubled during the promotion compared to the same period prior.
“Customers have responded enthusiastically to expanded discounts on low-caffeine options in the evening,” said Starbucks Korea’s operations support head, Hong Sung-wook. “As the days get longer and more people spend their leisure time in cafés, we’re reinforcing our role as a welcoming third space with extended hours and ongoing promotions.”
The extended hours come as the company anticipates growing seasonal demand for cold and low-caffeine beverages during the upcoming summer months.
Lina Jang (linajang@koreabizwire.com)
