It seems that Starbucks (SBUX: sentiment, chart, options) is now pulling out all the stops to help pull its sales out of the doldrums. The company is now rolling out free Wi-Fi for frequent customers today, along with other membership benefits designed to encourage customer loyalty. SBUX is also unveiling more opportunities for free coffee other than waiting half an hour before they go to dump the latest brew. In addition to free wireless Internet access, other benefits include free syrups, free milk choices, free brewed coffee refills, and a free tall beverage when you purchase a pound of coffee beans.

Oh, if you want to work online from your local Starbucks while enjoying your free coffee ... I hope your employer only expects you to work for 2 hours. That's because that is all the time that you can get for free at SBUX. I have often noted that I am not a CEO, and there is a reason for that - but when competitors such as Panera (PNRA) offer free Wi-Fi without limits, why force your customers to pay? The longer I sit on my butt reading my news from my laptop on a Sunday morning at my local SBUX is more time for me to buy overpriced coffee. More money by offering something for free.