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Members will earn rewards by dollar spent rather than visits
Starbucks Corp. will revamp its loyalty program in April to allow members to earn star rewards based on what they buy rather than how often they visit, the company said Monday.
Under the new program, My Starbucks Rewards members will earn two stars for every dollar spent on coffee, drinks, food or merchandise in the U.S., Canada and Puerto Rico. Under the current program, members earn stars toward free food or drinks based on transactions.
The change was a result of customer demand, said Matt Ryan, Starbucks global chief strategy officer, in a call with Wall Street analysts. It was the No. 1 request from loyalty club members, he said, which includes about 11 million people, a number that has grown by about 50 percent over the past two year...
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