Starbucks Enhances Loyalty Program

Starbucks revealed enhancements coming to its rapidly-growing Starbucks Rewards loyalty program, bringing more than 16 million members flexibility and choice when redeeming rewards, or Stars, at Starbucks stores.

Beginning April 16, all members will be able to earn and redeem Stars for Rewards immediately after joining the program, bringing instant value to its growing fanbase. Members will continue to earn 2 Stars for every $1 spent when using a registered Starbucks Card for eligible purchases at Starbucks stores.

The rewards program - introduced in 2009 - continues to surge in popularity. Membership has grown more than 25% over the past two years alone, climbing to 16 million active members as of December 2018, a 14% increase over the prior year. Starbucks Rewards transactions accounted for 40% of tender in U.S. company-operated stores in the same time frame.

“Since introducing Starbucks Rewards 10 years ago, we’ve experienced tremendous  growth and continued to evolve the program to meet the changing needs and purchase patterns of our customers,” said Matthew Ryan, Starbucks chief marketing officer. “These new updates put choice in the hands of our customers and a personal touch they can only get from Starbucks.”

Program updates include:

More Choices: A new, tiered Rewards structure will replace the current single option at participating Starbucks locations, offering customers more ways than ever to use their Stars toward free items. Stars earned by Starbucks Rewards Visa Credit and Prepaid members will no longer expire.​​​​​​

These enhancements build on existing program benefits that will remain available to all members. Members enjoy free brewed hot coffee & tea refills, a free birthday treat and exclusive personalized offers along with dozens of additional opportunities to earn Bonus Stars through monthly Double Star Days and more.