For years, Starbucks has cultivated a close relationship with its regular customers. Its loyalty program, known as Starbucks Rewards, used to offer generous incentives, but that has changed. Since June 24, the coffee chain has restructured this system, and users who bring their own cup now receive only 2 stars.
Previously, 25 stars were awarded for that simple gesture. The person responsible for this transformation is Brian Niccol. The new CEO has explained that he seeks to reposition the brand, and his goal is to attract a more premium customer profile.
A strategy that redefines the Starbucks experience
According to Niccol, the change is part of a global strategy. In statements given to CNN, it is about giving Starbucks a more sophisticated air. He assures that he also intends to ease employees' workload.
Until recently, customers received generous rewards. For purchases of $5, it was possible to get 30 stars and receive free drinks or products. Now, customers have to spend at least $15 to reach that same level.
The reduction in rewards has caused frustration among loyal customers. Although the 10-cent discount for reusable cups is still in effect, stars no longer flow the same way. The difference is especially noticeable for those who visit Starbucks frequently.
These changes come at a delicate time for the company. According to its own figures, revenues have decreased compared to the previous year. With this reform, the brand aims to reorient its positioning toward a more exclusive market.
More than an adjustment in rewards
The new approach is not limited to the loyalty program. Niccol has also introduced changes in other areas. He has announced changes to uniforms and to bathroom access, which will now be exclusive to customers with a purchase.
Another measure adopted is the return of self-service stations. Customers will be able to serve themselves milk and sugar, as in previous years. In addition, specialized baristas in design and coffee are being incorporated.
The intention is to offer a more refined and personalized experience. Fewer promotions and more exclusivity, that seems to be the new motto. Are consumers ready to accept this shift? Starbucks operates more than 36,000 locations worldwide, with a presence in 83 countries, and its global impact is enormous.
For this reason, every decision has international repercussions. Now, the brand faces a new challenge: to keep its loyalty while changing the rules of the game. The coming months will be key to see whether this bet on the premium works or if it drives away its most loyal base.