Entertainment

Starbucks Reveals New Rewards System

By Anna Taft

Starbucks updated its rewards program on March 10, introducing a tiered membership system for its U.S. customers. The new Starbucks Rewards loyalty program offers additional benefits to its 35.5 million active U.S. members. The system includes three tiers, Green, Gold, and Reserve, each with different benefits. The program aims to increase revenue by encouraging customers to move between tiers. 

As an entry-level Green Member, customers have access to their free Birthday Reward on their birthday, opportunities to play games like Starbucks for Life, and early access to select items. Additionally, Starbucks introduced a benefit called Free Mod Mondays, offering a complimentary drink modification on one select Monday each month. At this level, Stars remain valid for six months, but can be extended by completing challenges through the app. Members at the Green level earn 1 Star per dollar spent, plus additional Stars for reloading the in-app card with increments of $30 or more. 

When members earn 500 Stars in a year, they advance to Gold status. Along with all of the existing Green tier member benefits, Gold members get even more. Stars never expire, the window to redeem a free birthday item is seven days long, and members earn 1.2 Stars for each dollar spent. Gold members receive at least four additional double-star days each year, during which members earn double Stars on purchases. 

Members who earn 2,500 Stars in a year reach Reserve status. In addition to the Green and Gold benefits, Reserve members receive more exclusive offers as they are the most loyal customers. They have 30 days to redeem their free birthday treat, and at least six extra double Star days per year. Reserve members also have access to special merchandise and events, including all-expenses-paid trips to places such as Tokyo, Milan, or Costa Rica to learn more about coffee globally. At this level, members earn 1.7 Stars for every dollar they spend.