Starbucks revamping loyalty program as it looks to encourage more visits
Starbucks Coffee Company is launching an updated version of its Starbucks Rewards loyalty program as part of its ongoing turnaround strategy.
Beginning March 10, Starbucks Rewards will feature a new tiered structure with three levels — Green, Gold and Reserve — based on how many “Stars” (loyalty points) members have earned. The program is one of the largest in the restaurant industry, with approximately 35.5 million active members in the United States.
Each of the levels will offer new and exclusive benefits for members. As members engage more with Starbucks, the program unlocks greater earning power, more personalized benefits and increasingly premium experiences, the company said.
The redesigned program will enable members to accelerate their Star-earning as their activity grows compared to the present structure where earning points is tied solely to payment type. Members can also redeem their Stars for a variety of rewards. In response to member feedback for quicker access to Rewards, Starbucks is introducing a new 60-Star redemption tier that allows members to take $2 off any item.
More details on each new tier are below.
Green: At this level, members obtain a free beverage or food reward on their birthday, and will get personalized offers, opportunities to play games, and early access to select beverages and food. In addition, a new benefit called “Free Mod Mondays” provides a complimentary beverage modification on one select Monday per month.
Points at this level are valid for six months, and members can extend the life of their Stars for a month by completing a monthly qualifying activity, such as redeeming a reward, making a purchase or digitally reloading a Starbucks card. Members will earn one Star per dollar spent and can earn Stars faster by digitally reloading a Starbucks card; they will earn 10 Stars for a $30 or more digital reload, and 25 Stars for a digital reload of $50 or more.
Gold: Once a member earns 500 Stars in a 12-month period, they will move to Gold status. In addition to Green tier member benefits, Gold members get enhanced perks including Stars that never expire and a seven-day window to redeem their free birthday reward Members at this level will earn 1.2 Stars per dollar spent or 12 Stars for every $10 spent.
In addition, Gold members will also receive at least four additional “Double Star Days” annually. During these designated days, members will earn double the Stars on their entire purchase.
- Reserve: Once a member earns 2,500 Stars in a 12-month period, they will achieve Reserve status – an enhanced membership level with exclusive, premium benefits designed to reward the most loyal customers. In addition to Green and Gold benefits, members at this level will receive a variety of rewards, such as a 30-day window to redeem their free birthday reward and at least six additional Double Star Days annually.
Reserve: Once a member earns 2,500 Stars in a 12-month period, they will achieve Reserve status – an enhanced membership level with exclusive, premium benefits designed to reward the most loyal customers. In addition to Green and Gold benefits, members at this level will receive a variety of rewards, such as a 30-day window to redeem their free birthday reward and at least six additional Double Star Days annually.
Reserve members will also gain access to exclusive merchandise and curated events, including all-expenses paid trips to global destinations like Tokyo, Milan or Costa Rica. Members at this level will earn 1.7 Stars per dollar spent or 17 Stars for every $10 spent.Members can progress to a higher level at any time as they accumulate Stars, and status is valid for 12 months. To maintain Gold, members must earn 500 Stars during the following year, and Reserve members must earn 2,500 Stars. Progress toward the next level can be tracked in the Starbucks app or through a member’s Starbucks Rewards account online.
When the new program launches on March 10, members will see their level designation via the Starbucks app and email, which will be determined by the number of Stars they accumulated from January through December 2025. All existing Stars will remain in members’ accounts.
For more information on how members will be able to redeem Stars for different rewards, click here.
Members can also still link their Starbucks Rewards account with select brand loyalty programs to obtain additional benefits. Eligible programs include Mariott Bonvoy and Delta Air Lines.
"We’re redefining the industry with customer-focused benefits that set a new standard and ignite fandom," said Tressie Lieberman, Starbucks global chief brand officer. "Starbucks Rewards has always been about creating connection, and we’re evolving the program based on what our members told us matters most, offering faster, more meaningful benefits that make them feel appreciated. This evolution is a key milestone in our ‘Back to Starbucks’ strategy and will reinvigorate what it means to be a Starbucks Rewards member."
Starbucks is upgrading its loyalty program coming off a successful first quarter that included its first U.S. comp sales growth in two years and as it plans to open 650 net locations in its current fiscal year, including 150 to 175 net new U.S. company-operated cafes.
[READ MORE: Starbucks upbeat; posts first U.S. comp sales growth in two years for Q1]
Starbucks Coffee Company operates a global footprint of more than 41,000 company-operated and licensed stores.
