Starbucks News Brief
Summary
Starbucks is reintroducing a tiered structure to its North American Rewards loyalty program on March 10 to encourage more frequent visits, reversing a 2019 decision that eliminated tiers. The new three-tier system aims to better reward its most loyal customers.
Key Points
- Strategy Shift: After eliminating a two-tier system in 2019 to engage new members, Starbucks now believes a tiered system is needed to properly reward high-frequency customers.
- New Three-Tier Structure:
- Green Tier (0-499 stars): Birthday reward, early menu access, personalized offers. Stars expire after 6 months of inactivity.
- Gold Tier (500+ stars in 12 months): Stars never expire, earn 1.2 stars per dollar spent.
- Reserve Tier (2,500+ stars in 12 months): Exclusive merchandise/events, earn 1.7 stars per dollar spent.
- Program Changes: New redemption option: a $2 discount for 60 stars. Introduction of “Free Mod Mondays” for one free drink modification monthly.
- Business Context: Rewards members drive 60% of revenue. Recent quarterly earnings showed growth in traffic from both members and non-members for the first time in nearly four years.
星巴克新闻简报
文章总结
星巴克将于3月10日在其北美”星享俱乐部”忠诚度计划中重新引入等级制度，以鼓励顾客更频繁地光顾，这推翻了2019年取消等级制的决定。新的三级系统旨在更好地奖励其最忠诚的顾客。
关键要点
- 战略转变： 2019年取消两级系统是为了吸引新会员，星巴克现在认为需要等级制来合理奖励高频顾客。
- 新的三级结构：
- 绿色等级 (0-499 星星)： 生日赠饮、新品抢先体验、个性化优惠。星星在6个月不活动后过期。
- 黄金等级 (12个月内累积500+星星)： 星星永不过期，每消费1美元赚取1.2颗星星。
- 珍藏等级 (12个月内累积2,500+星星)： 专属商品与活动，每消费1美元赚取1.7颗星星。
- 计划变更： 新增兑换选项：60颗星星可兑换2美元折扣。推出”免费定制星期一”，会员每月可享一次指定饮品的免费定制。
- 商业背景： 星享俱乐部会员贡献了公司60%的营收。最近季度财报显示，会员和非会员的客流量近四年来首次实现同步增长。
Original Article Link: https://www.cnbc.com/2026/01/29/starbucks-to-reintroduce-loyalty-program-tiers.html