TCU Campus Store, Starbucks’ new sign to promote Friday sales. (Aliyah Guthrie)

TCU’s Campus Store Starbucks announced two new weekly promotions on Feb. 12 aimed at drawing students back to its doors: customers who buy any food item on Fridays will receive 50% off a drink. All matcha beverages will also be 15% off on Mondays

The Friday special follows an earlier announcement introducing the Monday matcha discount. Store manager Autumn Orta described it as a broader effort to rebuild momentum.

“My boss, who is the manager of the bookstore, came up with the idea,” Orta said. “We have been brainstorming ideas. We want to start the week off with something fun, and of course, end it on something even better. We really want people to come in.” 

The promotions come as the location faces declining sales resulting from ongoing construction and the opening of another Starbucks location inside the Brown-Lupton University Union.

“It’s been a challenge,” Orta said. “Many people mobile order to that location by accident, or they go to that one because it’s closer.” 

Additionally, the TCU Campus Store location does not take campus cash.

Carys Ashby, a sophomore strategic communication major, said she was unaware of the new deals. 

“I think it’s amazing they are providing students with discounts,” Ashby said. “However, I think the marketing and promotional aspect needs to be directed toward students more, so people are aware of it.” 

Store officials said they are working to increase advertising and expand their social media presence. The store’s Instagram account, @tcu.starbucks, has 230 followers and seeks to build engagement. 

“We want to drive people into our business and strive to be the best TCU Starbucks,” Orta said. “It’s competition for sure. I want my customers to choose us because it’s fun and we have the space.” 

These promotions are exclusive to the Campus Store location and only apply to in-person orders. Store leaders said they plan to continue offering weekly specials as they work to regain traffic and strengthen their presence in the Fort Worth community.