Starbucks Brings Back Tiered Rewards Program

Core Insights - Starbucks is set to launch an updated loyalty rewards program featuring a three-tiered structure: "Green," "Gold," and "Reserve," each offering exclusive benefits starting March 10, 2026 [2][3] Group 1: Program Structure and Benefits - The new rewards program is designed to provide faster Star-earning and enhanced rewards, ensuring that increased customer engagement translates into greater value [3] - Members will continue to earn Stars on purchases, redeemable for rewards such as free beverages, food, and merchandise [4] - The previous two-tiered system was phased out in 2019, and the new tiers aim to better reward the most loyal customers, who visit up to 200 times a year [5] Group 2: Financial Impact and Growth - Transactions linked to the rewards program accounted for 60% of Starbucks' revenue last year, highlighting its significance to the company's financial performance [4] - The company reported a 4% increase in comparable sales worldwide, with growth in both rewards and non-rewards transactions for the first time in nearly four years [5] Group 3: Technology and Innovation - Starbucks is leveraging technology in its turnaround strategy, including the introduction of an AI-powered virtual assistant called Green Dot Assist to enhance customer service [6]