Ah, Valentine's Day. The holiday conjures images of Paris, romantic candlelit dinners and…Starbucks? This year, dating site Match and Starbucks are making it easier for singles to couple up at coffee shops.
For Valentine's Day, Match's mobile app will include a section called "Meet at Starbucks." Match users who click on that button can email one another and meet up at a nearby Starbucks. According to the coffee company, the feature will help people "more easily reach out and make that first coffee date."
The idea for the app's new section builds on data from Match that 3 million of its members use coffee-related keywords to describe themselves on the site.
On Feb. 13, Starbucks will turn its stores into what it is calling the world's largest Starbucks date. To celebrate the date, the coffee chain's menu will feature a few special coffee and pastry deals—like a raspberry mocha and cookie—for $5.
Starbucks already has a mobile payment app that brings in about 15 percent of the company's U.S. revenue. And it was one of the first brands to strike a deal with Uber, allowing customers to order car service from the Starbucks app. So, Starbucks' decision to work with another company's app indicates it's looking for new branding opportunities and is sure to intrigue a few mobile marketers.