Over the past two years, we’ve been honored to serve more than 4.8 million active members in the My Starbucks Rewards™ program in the United States and Canada and are thankful for their continued loyalty. Since the launch of My Starbucks Rewards™, we’ve been carefully listening to customers and have harnessed feedback from MyStarbucksIdea, Twitter, Facebook and direct conversations to further evolve our program. I’m pleased to let you know about some program enhancements that will be coming soon to the United States and Canada, starting on Oct. 16.
Let’s look at the new benefits:
Earn Free Drinks (And Now Food) Faster
Whether you’re a member at the Welcome or Green level enjoying your favorite birthday drink, or a Gold level member earning your “Sweet 15,” the great feeling of getting a free drink is about to get sweeter. Starting on Oct. 16, Gold members will earn a free reward every 12 transactions instead of every 15 and now you’ll be able to redeem that free reward for a free drink or any food item. The new “Free Food” benefit applies to nearly all food, including muffins, scones, oatmeal, pastries, breakfast sandwiches and snacks of all sorts are all included. But so are bistro boxes, wraps and paninis. We are excited to be able to give our customers this flexibility in their rewards.
We believe that by adding food items and by providing the ability to earn free rewards faster is a benefit that is valuable to our customers, based on their feedback to us.
Rewards Loaded Digitally
One of the most popular requests on MyStarbucksIdea is to offer digital rewards instead of paper postcards. Beginning Oct. 16, members will receive an email notifying them when a free reward has been loaded directly onto their Starbucks Card. Please make sure that we have your most current email address.
After that, it's a simple process:
1. Visit any participating company-operated store
2. Tell the barista you have a free reward that you want to use (that way you get to choose when you redeem your reward)
3. Present your registered Starbucks Card (or scan your registered Card on the Starbucks Card mobile app).
And voila, your drink or food item on your ticket will be free.
Next, a few benefits that are going away:
To add these benefits, as well as to continue to invest in future innovations, we are saying goodbye to a few benefits. Beginning on Oct. 16, we will no longer offer free syrups and soy, or a free tall beverage with a whole bean purchase.
While more members will receive more value overall with the new program, we know losing certain benefits will be disappointing to some customers. The benefit of this new structure gives members the ability to earn rewards 20 percent faster and provides more choices in their rewards.
Finally, what’s staying the same:
We are keeping many of the benefits our customers have appreciated – including a free birthday beverage (or a free food item), free refills for coffee and tea and a personalized Gold card for our Gold members.
Please continue to provide your feedback to us on MyStarbucksIdea.com. We look forward to hearing from you.
director, Global Brand Loyalty