Starbucks Reduces Value of Loyalty Rewards, Angering Customers
The coffee giant is increasing the number of points needed for free items, following a trend of loyalty program changes among major chains.
Starbucks has announced significant changes to its "Stars" loyalty program, requiring customers to spend approximately 20% more to earn free drinks and pastries. Effective September 3, customers will need to accumulate points equivalent to spending £60 on drinks or £35 on pastries to receive a free item, an increase of £10 and £5 respectively.
The company stated the adjustments are intended to "help ensure the programme continues to deliver value for members over the long term," citing that members have been earning stars more quickly due to increased purchase values. Customers with existing star balances are being advised to redeem them before the changes take effect.
The decision has led to backlash online, with many customers expressing frustration and calling the changes "disgusting" amid rising prices. Some consumers have indicated they may switch to rival coffee chains such as Caffe Nero or Costa.
Sam Richardson, editor of Which? Money, advised consumers to be mindful of loyalty schemes, emphasizing that they should not feel pressured to overspend. He recommended comparing prices and ensuring that loyalty offers provide genuine savings. "If you've already built up a stash of stars, check what you can redeem them for before the changes take effect, so you can make the most of your existing points," Richardson said.
Starbucks' move aligns with a broader trend among high street coffee chains to modify their loyalty initiatives. Pret A Manger implemented a subscription model in 2020, which has seen price adjustments and modifications to its benefits. Last year, Leon discontinued its "Roast Rewards" program entirely, which had offered free coffees and discounts on food.
A Starbucks spokesman reiterated the company's commitment to rewarding loyal customers, highlighting the various benefits within the Starbucks Rewards program, including Gold membership perks, exclusive offers, and early access to new products. He confirmed that the method of earning stars, existing star balances, and Gold Member qualification remain unchanged.