(CNN)– Starbucks is cutting back on promotional offers through its mobile app to get customers to pay full price for its beverages. It is part of new CEO Brian Niccol’s strategy to reposition Starbucks as a premium brand. The move will also reduce the strain on employees, who get flooded with work when promotions are advertised. In September, the coffee giant offered extra loyalty points on Tuesdays and deals on certain drink purchases on Saturdays. That was a shift from deeper discounts spanning many months earlier this year, such as half off, and ‘buy one, get one free’. Categories: News Tags: Starbucks