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The evolution of the Starbucks loyalty programThe evolution of the Starbucks loyalty program

A look back at how the digital rewards pioneer has developed its platform

Joanna Fantozzi, Senior Editor

April 5, 2019

2 Min Read
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Starbucks

Even the king of customer loyalty apps can go through some growing pains. Starbucks might be the most downloaded loyalty app among quick-service restaurant customers, according to a 2018 survey from technology survey data company The Manifest, but that success came through a decade of trial and error.

The chain is still fine-tuning its offerings, as customer expectation shift and technology evolves.

This month, starting April 16, the coffee chain will roll out a revamped loyalty program with a tiered rewards structure and more customizable options.

Here are six Starbucks Rewards milestones over the years:

April 2008 — Starbucks launches the Starbucks Card rewards program.

November 2008 — The Starbucks Gold Card is born, allowing Starbucks “super users” to reach an elite “gold” loyalty status with extra freebies and in-store benefits.

November 2009 — Starbucks consolidates its Starbucks Card Rewards and Starbucks Gold Card into one program: My Starbucks Rewards. Guests start at the “Welcome Level” and can work their way up to Gold Level status.

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February 2016 — Starbucks changes its rewards program from a visit-based structure to a purchase-based structure. Customers now earn two stars for every dollar spent. Customers earn a free drink after 125 stars instead of after 12 visits.

February 2018 — Starbucks launches its first credit card with Visa, which automatically enrolls users in the rewards program and allows users to earn stars based on purchases inside and outside of Starbucks.

March 2019 — Starbucks consolidates into a single-level rewards system with a new tiered rewards structure that lets users “cash in” at any point they choose. For example, customers can customize their drinks with a flavor shot or extra shot of espresso for 25 stars or wait to exchange 400 stars for retail merchandise or ground coffee. Starbucks customers will also be able to start earning stars as soon as they sign up for the Rewards program.

Starting April 16, customers will have to work harder to earn their free drink: that reward will be unlocked after 150 stars instead of 125.

“With these updates we wanted to provide an assortment of options for members to choose from, giving them choice and the ability to make their Rewards meaningful to them and to meet their needs,” Kyndra Russell, vice president, global marketing said.

As of as of Dec. 30, Starbucks had 29,865 stores worldwide.

Contact Joanna Fantozzi at [email protected]

Follow her on Twitter: @joannafantozzi

About the Author

Joanna Fantozzi

Senior Editor

Joanna Fantozzi is a Senior Editor for Nation’s Restaurant News and Restaurant Hospitality. She has more than seven years of experience writing about the restaurant and hospitality industry. Her editorial coverage ranges from profiles of independent restaurants around the country to breaking news and insights into some of the biggest brands in food and beverage, including Starbucks, Domino’s, and Papa John’s.  

Joanna holds a bachelor’s degree in English literature and creative writing from The College of New Jersey and a master’s degree in arts and culture journalism from the Craig Newmark Graduate School of Journalism at CUNY. Prior to joining Informa’s Restaurants and Food Group in 2018, she was a freelance food, culture, and lifestyle writer, and has previously held editorial positions at Insider (formerly known as Business Insider) and The Daily Meal. Joanna’s work can also be found in The New York Times, Forbes, Vice, The New York Daily News, and Parents Magazine. 

Her areas of expertise include restaurant industry news, restaurant operator solutions and innovations, and political/cultural issues.

Joanna Fantozzi has been a moderator and event facilitator at both Informa’s MUFSO and Restaurants Rise industry events. 

Joanna Fantozzi’s experience:

Senior Editor, Informa Restaurant & Food Group (August 2021-present)

Associate Editor, Informa Restaurant & Food Group (July 2019-August 2021)

Assistant Editor, Informa Restaurant & Food Group (Oct. 2018-July 2019)

Freelance Food & Lifestyle Reporter (Feb. 2018-Oct. 2018)

Food & Lifestyle Reporter, Insider (June 2017-Feb. 2018)

News Editor, The Daily Meal (Jan. 2014- June 2017)

Staff Reporter, Straus News (Jan. 2013-Dec. 2013)

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