Starbucks Revamps Rewards Program—Why it’s Getting Immediate Backlash
Summary
Starbucks changed its loyalty program to a tiered system, causing customer backlash. The new structure offers different perks based on the number of Stars a member earns but has been criticized for making rewards harder to obtain.Key Facts
- Starbucks has introduced a new loyalty program with three membership tiers: Green, Gold, and Reserve.
- The tiers are based on the number of Stars earned, with higher tiers offering more benefits.
- Members can earn Stars through promotions, using reusable cups, and other methods.
- New reward options include a 60-Star reward for $2 off purchases and monthly "Free Mod Monday" for drink customizations.
- Gold and Reserve members' Stars will not expire, but Green members need to engage with the app to prevent expiration.
- The changes have led to complaints that it now requires more spending to earn equivalent rewards compared to the old system.
- Starbucks launched promotional "secret menu" drinks and incentives like Triple Star Day to promote the update.
- The updated rewards program began on March 10.
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