February 29, 2016

Starbucks wants your money, not your loyalty

Upshot - Starbucks is changing its My Starbucks Rewards loyalty program so that rewards are tied to dollars spent instead of number of visits. To no one’s surprise, some customers feel that the coffee house chain is less than loyal.

“This is a huge slap in the face for people who enjoy regular coffee,” said Matt Baumann, an editor in Philadelphia who has been a “Gold Level” My Starbucks Rewards member since 2007. He probably would not have made that proclamation if Starbucks directly raised the price of his cup of coffee by 31 cents — even if such a price increase would have caused him to buy his coffee elsewhere.


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