Starbucks to Update Member Rewards Program?! More Stars Required to Redeem Coffee

Starbucks Announces Major Changes to Rewards Program

Multiple foreign media outlets recently reported that Starbucks will make the first major changes to its Starbucks Rewards loyalty program in the new year. Consumers will need more stars than before to redeem most free coffee and other items, though a small number of drinks will get cheaper. The update takes effect on February 13, 2023.

"How many stars do you have?" That question has practically become a greeting among Starbucks regulars. The "stars" are the points in Starbucks Rewards, the loyalty program the company launched years ago: registered members earn stars for each purchase, then redeem accumulated stars for free coffee, food, or other perks.

Now the program is getting a comprehensive overhaul. According to the reports, after the update the redemption threshold for baked goods, coffee, and hot tea rises from 50 stars to 100; handcrafted beverages and Starbucks breakfast items go from 150 stars to 200; sandwiches and salads jump from 200 to 300...

It's not all bad news. Iced coffee and iced tea actually drop from 150/200 stars to 50/100. The top 400-star tier stays unchanged, and for 25 stars you can still add espresso shots, syrups, or alternative milk to your drink. But most items are trending upward.

Once the news broke, Starbucks fans flooded the internet with complaints: "You're going to make us spend more money to get less," while others wrote: "Starbucks, you've been slowly losing my business lately."

Starbucks Responds to Program Changes

In response, a Starbucks spokesperson said: "The rewards program is an important way for the company to create loyal customers, understand preferences better, and encourage repeat purchases. We need to make occasional changes to ensure the long-term sustainability of the Starbucks Rewards program to meet the evolving needs of our members."

The Success of Starbucks Rewards

Starbucks Rewards stands as one of the most successful membership systems in the world. Since its US launch in 2008, it has become a veritable cash cow: nearly half of Starbucks' sales come from Rewards members. According to Starbucks China's latest quarterly report, active membership grew 29% from the third quarter, rebounding past 17 million and approaching historic highs.

Future Plans and Expansions

Belinda Wong, Chairman and CEO of Starbucks China, has stated: "Starbucks aims to have over 170 million Starbucks Rewards members by 2025, while doubling the number of active members." The Rewards system entered the Chinese market in 2010 and has since shaped the membership programs of many consumer brands at home and abroad.

In recent months Starbucks has been experimenting with other reward schemes, too. In October, the chain partnered with Delta Air Lines, letting members earn double stars on Starbucks purchases made on days they fly Delta. Earlier this month it launched the beta of Starbucks Odyssey, an extension of the program where users earn NFT "Journey Stamps" — officially defined as digital collectibles obtained for free by completing game tasks.

Image source: Internet

FrontStreet Coffee Recommendation

If rising star prices have you rethinking your coffee budget, brewing at home is the surest way to keep your daily espresso — and FrontStreet Coffee's espresso blends make that easy. The Classic Blend, a traditional "Mamba" recipe with a touch of robusta, pulls thick golden crema with butter, nut, spice, dark chocolate, and toast aromas; FrontStreet Coffee's Premium Blend pairs Brazilian Cerrado with Colombian Huila for the familiar almond, walnut, chocolate, and caramel character.

For something distinctive, the natural-processed Ethiopia Huakui SOE brings cream, cocoa, berry, and black tea notes to a café-quality americano or latte, while the honey-processed Costa Rica Blackberry SOE tastes of cranberry cookie, raisin, and nut — no loyalty program required.