In this Nov. 2, 2009 file photo, customers enter a Starbucks coffee shop in Arlington, Mass. Starbucks will begin offering unlimited free wireless Internet access at all company-operated U.S. locations starting July 1, 2010, part of an ongoing effort to bring more customers in the door.
The free wireless Internet will be available July 1 at about 6,700 locations.
The coffee house, which recorded its first quarterly increase in customers in 13 quarters earlier this year, had previously offered two free hours of Web access each day to registered customers.
After that, consumers at the Seattle chain were charged a small fee.
Access will continue to be offered through AT&T. But it won’t require a Starbucks loyalty card, according to the announcement Monday by CEO Howard Schultz, who spoke at a conference in New York.
Also Monday, Starbucks said customers will get free access to certain online content through its Wi-Fi this fall.
Called the Starbucks Digital Network, the program will give Starbucks Web surfers free access to paid sites like the Wall Street Journal, along with exclusive content and free downloads from other organizations such as Apple‘s iTunes, The New York Times, Patch, USA TODAY, Yahoo and Zagat.
The move comes six months after Starbucks’ competitor McDonald‘s began offering free Wi-Fi at 11,500 U.S. locations.
The two companies have sparred in recent years as McDonald’s revamped its coffee and rolled out a successful McCafe line offering everything from drip coffee and lattes to cappuccinos to icy coffee drinks.
Along the way, Starbucks struggled as it was hit by the recession and overwhelmed by its own rapid expansion.
As business soured, it brought back Schultz, who helped build the company, to lead the day-to-day operations. And it shut hundreds of locations and laid off thousands of workers to scale back its spending.
Starbucks shares climbed 34 cents, or 1.3%, to $27.49 in midday trading Monday.