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10/20/2021

Peet’s Coffee revamps rewards program

Dan Berthiaume
Senior Editor, Technology
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Peet’s Coffee is making some significant changes to its Peetnik Rewards loyalty program.

Peet’s Coffee is perking up its Peetnik Rewards loyalty program with increased flexibility and faster accumulation of points.

The omnichannel coffee retailer is making the first major changes to the Peetnik Rewards program since its initial launch in 2017. In response to customer feedback, Peet’s Coffee is now offering customers the ability to earn rewards faster, with one point earned for every dollar spent with the Peet’s app.

The upgraded program also offers more than 20 unique rewards to choose from. Members may redeem points for custom rewards ranging from alternative milks and espresso shots to lattes, warm breakfast items, K-Cup pods, espresso capsules, and beans. Customers can also choose to redeem points for $1, $3 or $5 off their purchase.

In addition, Peetnik Rewards members have opportunities to earn points faster by participating in special bonus point offers throughout the year. Participants will also have exclusive access to members-only menu items, mobile order ahead and delivery, birthday bonus points, and a free beverage or baked good on their Peetnik Rewards anniversary. The mobile app has also been updated with the ability to more easily track and redeem rewards points, and a faster way to place and repeat a favorite order.  

Loyalty members who download the Peet’s app will automatically receive a welcome bonus of 125 points after their first purchase, which may be redeemed for rewards ranging from free beverage and food items to $3 off an order. Customers can accumulate points in-store by scanning the QR code at time of purchase, as well as via order-ahead purchases for pickup or delivery.

With these new, mobile-centric rewards program features, Peet’s Coffee is continuing efforts to increase the utility of its app. In August 2020, the company introduced in-app delivery. 

Current Peetnik Rewards members were automatically converted to the new loyalty program, and will need to update their app to have access the new interface and redeem rewards.

The retailer is launching its revamped Peetnik Rewards loyalty program with a limited time, two-week "Peetnik Rewards Launch Celebration Sweepstakes.” Through Nov. 2, 2021, Peetnik Rewards members are guaranteed to win with every purchase or valid free entry method, with prizes ranging from five to 1,000 bonus points, a $50 digital Peet's Card, or a free beverage. Grand prize winners will win one of three prizes including 10,000 bonus points, one year of Peet's beverages, or one year of Peet's hand-roasted beans. Grand prize winners will be randomly selected on or around Nov. 3, 2021.

"Rather than a one-size-fits-all approach, we are giving our customers choice and control over when and how they use their points," said Lisa Regelman, director, loyalty and growth marketing for Peet's Coffee. "Our new loyalty program offers members the same handcrafted experience they expect and love from Peet's with an even wider variety of rewards."

Customers can sign up for Peetnik Rewards by downloading the Peet’s Coffee app on an iOS or Android device.