Starbucks to reintroduce tiers to loyalty program to encourage more visits

Core Insights - Starbucks is reintroducing a tiered loyalty program in North America to encourage more frequent visits from coffee drinkers as part of its broader turnaround strategy [1] - The loyalty program, Starbucks Rewards, has been a significant contributor to the company's revenue, accounting for 60% of total revenue in fiscal 2025 [2] - The previous two-tiered system was eliminated in 2019 to engage new members, but the company now believes it did not adequately reward its most loyal customers [3] Company Strategy - The tiered loyalty program will be reintroduced on March 10, featuring three levels to better reward frequent customers [4] - The company aims to balance enticing rewards for members while maintaining profit margins [3] - Executives are sharing plans to drive future sales growth and profitability, emphasizing the importance of the loyalty program [1]