Starbucks is reportedly reducing its discounts and special offers

(CNN) – Starbucks is reducing promotional offers normally available through its mobile app to encourage customers to pay full price for its drinks.

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

The move will also reportedly ease the burden on employees who are inundated with work while seeking promotions.

In September, the coffee giant offered additional loyalty points on Tuesdays and special offers on certain beverage purchases on Saturdays.

That was a departure from deeper discounts earlier this year – such as half-off and buy-one-get-one-free deals.

Additionally, there will be no extensive holiday offerings this season, as the company says it plans to promote seasonal beverages through advertising instead.

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