Starbucks makes major change in rewards program loyal fans will hate | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

True Starbucks fans may remember when the coffee chain had its old brown and white double-tailed mermaid logo and the wooden checkout counter.

Those who have been loyal Starbucks fans since the inception of its Rewards Program in 2008 may also reminisce about how easy it used to be to accumulate rewards points and get free drinks regularly.

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Since taking over as Starbucks’ CEO, Brian Niccol has emphasized the need to bring the company back to its roots by focusing on its core products and personalizing the coffee shop experience like it once did, which sounded like music to many loyal fans’ ears.

Over the last few months, Starbucks (SBUX) has implemented multiple in-store, hospitality, operational, and internal changes to bring back customers and increase sales.

However, the company recently announced a major change that some loyalty members may not be as happy about.

Starbucks makes a major change in its Rewards Program.

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Starbucks makes a huge shift in its Rewards Program for the first time

The Starbucks Rewards Program took a massive turn for the first time in 2023 when Starbucks made one of the most significant adjustments by increasing the number of stars needed to redeem free drinks.

Although this change almost seemed like a test of its fans’ loyalty, despite them remaining true to the brand for years, many savvy rewards members found ways to accumulate more stars per purchase made.

Starbucks Rewards Members earn one star for every dollar spent when paying with a personal credit/debit card or cash, and scanning the QR code on the app, no matter the menu item or merchandise product.

However, if you purchase a gift card and reload it or use the Starbucks Gold Card, which only the top loyalty members know about, the number of stars doubles per dollar spent.

Another way members could maximize their stars was by bringing in a reusable cup so baristas could fill it up with the desired purchased beverage. This would gain members 25 stars and 10 cents off the entire order.

Starbucks reveals the first major change in its Rewards Program after two years

After nearly two years of finding new strategies and loopholes to obtain more stars, Starbucks seems to have caught up to its rewards members’ tricks.

Beginning June 24, members bringing in their reusable cups will receive double the stars on their entire order per dollar spent, as stated in an email by Starbucks to all rewards members.

Although this may sound like a far better deal than the previous 25 stars per order, it’s the complete opposite for those who only purchase a beverage during every visit.

To make up for the previous number of stars earned, members would have to spend at least $12.50 per order, making it impossible to obtain 25 stars if only ordering a single beverage.

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This new policy is a brilliant way for Starbucks to encourage its loyal fans to purchase more items in exchange for more stars. However, it also means more money spent per visit, straining loyal customers’ finances.

Nonetheless, there is a bright side to this new change. Members who usually spend at least $12.50 per visit will still earn the same number of stars as before, and if they bring multiple reusable cups, the number of stars earned will increase.