Starbucks, Starbucks, Starbucks, is there anything you can’t do? First you brew and create the most popular cup of coffee in Seattle and kindly introduce it to the rest of the world. Then you decide to incorporate mouth-wateringly delicious pastries and sandwiches to go along with that perfect cup of coffee. Later you reward us for eating and drinking the things we love? It’s safe to say that to many, you are a hero.
The My Starbucks Rewards Program, which “features an ‘elite’ level, the Starbucks Gold Card, goes far beyond the typical coffee shop punch card. Instead of merely handing out free coffee in return for a set number of cups, they add an element of prestige and layer on extra benefits for their best customers (Forbes).”
For those of us who love our Starbucks, the My Starbucks Rewards Program is perfect! It rewards us for buying the food and drinks that we love. By offering us $.53 refills on brewed coffee, tea (iced included) and previously a free drink for every 12 purchases made, we were very happy campers.
So how is the new rewards system different?
PREVIOUSLY
- 1 Star per visit
- 30 Stars to Gold level
- 12 Stars for a free reward (Gold)
- Three levels: Welcome, Green, Gold
NOW
- 2 Stars per $1 spent
- 300 Stars to Gold level
- 125 Stars for a free reward (Gold)
- Two levels: Green, Gold
Monthly Double-Star Days NEW
“Collecting Stars is simple: You collect 2 Stars for every $1 you spend, no matter what you spend it on. You also have additional opportunities to collect more Stars with special offers, as well as monthly Double-Star Days for Gold members (Starbucks.com).”
From the perspective of a Starbucks fan, devotee, addict, and barista, I am not a huge fan of the new My Starbucks Rewards Program. Like most things, there are some things I really like and others that I don’t.
I like that new members are rewarded instantly be being given green member status. I like that there are monthly double-star days, especially considering more stars have to be accumulated to reach the infamous free drink.
However, being a loyal member, reaching 125 stars as opposed to 12 to get a free drink, feels like so much work to me and apparently to others as well.
I understand that as such a large cooperation, it is impossible for Starbucks to make everyone happy. I understand that the reason for implementing this program is to provide customers with “more stars than ever,” rewarding them for the amount of money they spend.
If you are a customer who spends $6.00 or more per transaction, this update is ideal for you, seeing as you are getting paid based on the amount of money you spend.
If you are a customer who glides through the day enjoying your $.53 refills, then this is less than ideal for you.
At the end of the day though, Starbucks loves its customers and its customers love Starbucks, that’s why so many of us are still using the My Starbucks Rewards Program, even if we aren’t huge fans of the update.
*Information via: http://morestars.starbucks.com, http://www.forbes.com/sites/rogerdooley/2013/07/23..., http://money.cnn.com/2016/02/22/news/companies/sta...
