Starbucks' weekly payment amount fell by more than 8 billion won in the week after the Tank Day controversy. New application (app) installs dropped by more than 20%.
According to big data analytics firm IGAworks Mobile Index on the 27th, Starbucks' weekly payment amount totaled 23.69 billion won for the week from the 18th to the 24th, when the Tank Day marketing controversy arose.
Compared with the previous week (May 11–17), that is down about 8.47 billion won (26.3%). It also fell by about 25% compared with May 4–10 (31.48 billion won), the immediately preceding week.
The inflow of new users to the Starbucks app is also slowing. From May 18 to 24, the Starbucks app recorded 36,994 new installs, down 11,447 (23.6%) from the previous week's 48,441. During the period, its ranking by new installs among food and beverage brand apps also dropped from No. 2 to No. 5.
Meanwhile, weekly users of the Starbucks app rose by 182,072 (4.7%) over the same period, from 3,903,668 to 4,085,740. While payment amounts and installs declined, the number of users increased.
Since the Tank Day controversy, some observers say existing users may have briefly boosted traffic by logging in to check Starbucks notices, verify coupons or rewards, and confirm balances.