Starbucks is changing its rewards program. Members will need to spend more to get some of the most popular freebies.
To get one cup of coffee, tea, baked goods, or a cup of to-go, members will need 100 stars (Standard Starbucks’s term for points). To get a latte, Frappuccino, or hot breakfast item, members will need 200 stars. 300 stars are required to get a salad, sandwich, protein box, or packaged coffee (like a bag).
Members need 50 stars to receive a hot cup of tea, coffee, or baked goods, 150 for a hot breakfast or dessert, and 200 for a sandwich, salad, or protein box.
Stars are awarded to program members for making purchases. One dollar spent on a Starbucks Card will earn them two stars. Members earn one star for every dollar spent on credit cards or other payment methods.
Companies can use rewards programs to build loyalty, learn about customers’ preferences and encourage repeat purchases.
Howard Schultz, the interim CEO of Starbucks, stated that the rewards program “is generating significant revenue” during a November analyst conference. The number of Starbucks Rewards members active jumped 16% to 28.7 Million in the three months that ended October 2.
Starbucks has experimented with its rewards program over the past few months.
Delta (DAL), a coffee chain, partnered with the coffee chain to allow rewards members to earn airline miles. It also launched the beta version of Starbucks Odyssey earlier in the month — an extension to its rewards program that allows users to earn NFTs.
Rewards members are enthusiastic about the benefits they receive, but they also criticize companies when they don’t make changes.
Fans of Dunkin quickly lamented the October brand changes, while Starbucks customers have already complained about the new tiers online.