Starbucks Brings Back Loyalty Tiers: Starbucks is reintroducing a tiered loyalty program in North America to give its most loyal customers extra rewards and encourage coffee lovers to visit more often. The announcement came on Thursday during Starbucks’ investor day, where the company shared its plans to boost sales and keep its loyal customers happy.
How the New Loyalty Tiers Work
Starbucks Rewards has been around since 2009, helping the coffee chain track customer visits and offer perks. In 2019, the company removed the tier system, treating all members the same. But Starbucks now says that didn’t properly reward people who visit hundreds of times a year.
Starting March 10, Starbucks will bring back tiers with three levels:
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Green Tier: Members with fewer than 500 points, called “stars,” get perks like a free birthday treat, early access to new menu items, and personalized offers. Their stars won’t expire for six months.
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Gold Tier: Members who earn 500 stars in a year get their stars never to expire and earn 1.2 stars for every dollar they spend.
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Reserve Tier: The top tier for those earning 2,500 stars in a year. Members get exclusive merchandise, special events, and earn 1.7 stars per dollar spent.
Members can still redeem stars for rewards like free drinks or food, and Starbucks is also adding a $2 discount option for 60 stars. Plus, every month, members can enjoy “Free Mod Mondays,” giving them one free drink customization.
Why Starbucks Is Making the Change
Starbucks says the new tiered system will reward its most frequent visitors while keeping casual customers happy too. “Our very best customers are coming 200 times a year, and we were treating them the same as someone who comes once a year,” said Starbucks Chief Brand Officer Tressie Lieberman.
The change comes after Starbucks’ earnings report showed growth in both Rewards members and nonmembers for the first time in nearly four years. CEO Brian Niccol said the company needs to satisfy both loyal fans and occasional visitors to keep traffic and sales growing.
What This Means for Coffee Fans
The return of loyalty tiers is designed to make Starbucks visits more exciting and rewarding for fans who frequent the coffee chain often. With extra stars, discounts, and exclusive perks, Starbucks hopes customers will keep coming back for more.
Will these new loyalty tiers make you visit Starbucks more often? Share your thoughts in the comments!
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