Starbucks Unveils Reimagined Loyalty Program to Deliver More Meaningful Value, Personalization and Engagement for Members

Core Insights - The updated Starbucks Rewards program, launching on March 10, introduces a tiered membership structure with three levels: Green, Gold, and Reserve, aimed at enhancing member engagement and loyalty [1][14] Membership Structure - The new program features three membership levels—Green, Gold, and Reserve—each providing distinct benefits based on the number of Stars earned [3][7] - Members can progress to higher levels by accumulating Stars, with status valid for 12 months [8] Benefits Overview - Green members receive a Birthday Reward, personalized offers, and can earn 1 Star per dollar spent, with Stars valid for six months [5] - Gold members, who earn 500 Stars in a year, enjoy benefits like Stars that never expire and earn 1.5 Stars per dollar spent [6] - Reserve members, achieving 2,500 Stars, receive exclusive rewards, including a 30-day window for birthday treats and access to premium experiences [7] Star Earning and Redemption - The new program allows members to accelerate Star earning based on their activity, with options for redeeming Stars for various rewards, including discounts and free items [4][10] - A new 60-Star redemption tier offers $2 off any item, enhancing the speed of reward access [10] Member Engagement - The program is designed to deepen connections with members and incentivize increased spending and frequency of visits [2] - Members can link their Starbucks Rewards account with select third-party products for additional benefits [11]