Starbucks Korea will introduce a new Starbucks Morning Set program. (Image courtesy of Starbucks Korea)
SEOUL, Sept. 18 (Korea Bizwire) – Starbucks Korea announced on September 16 that it will introduce a new Starbucks Morning Set program, offering discounted set menus of beverages and food items until 10:30 a.m. each day.
The initiative aims to cater to customers seeking a convenient breakfast option, reflecting the coffee giant’s strategic move to capture a larger share of the morning meal market. The program offers up to 1,500 won off when purchasing a tall-size Caffè Americano or Caffè Latte with select food items.
Set menu prices, based on the Caffè Americano, are structured at 6,900 won, 8,900 won, and 9,900 won. Customers can upgrade to a Caffè Latte for an additional 500 won.
The company also provides options to increase the beverage size or choose decaffeinated or half-decaffeinated beans for an extra charge.
The morning set menu features a variety of options designed to suit different breakfast preferences. Choices include meal-replacement items such as bagels and sandwiches, as well as nutritious snacks like nuts and fruits.
According to McDonald’s, McMorning menu sales reached 25 million units last year. (Photo: a screenshot from McDonald’s website)
The seven food items available in the set are plain and blueberry tanzhong bagels, a RED+ fruit cup, premium banana, a nut and blueberry mix, a double chicken breast cheddar and egg sandwich, a bacon cheddar and omelet sandwich, and a chicken bacon wrap.
Kim Beom-soo, marketing director at Starbucks Korea, stated, “We are officially launching the morning set to provide various benefits to customers who start their day with Starbucks. We will continuously improve the menu composition to reflect customer purchasing data, ensuring more customers can enjoy these benefits.”
The introduction of the Starbucks Morning Set is expected to intensify competition in the breakfast market, particularly with McDonald’s, which has seen significant growth in its McMorning sales.
According to McDonald’s, McMorning menu sales reached 25 million units last year, a 15% increase from the previous year, with revenue growing by 50%. This translates to an average daily sales volume of 72,000 units.
Introduced by McDonald’s in South Korea in 2006, the McMorning menu is known for its English muffins with ham, bacon, or eggs. The success of this long-standing breakfast offering has likely influenced Starbucks’ decision to more aggressively enter the morning meal market.
Ashley Song (ashley@koreabizwire.com)
