Starbucks customers are not happy about rewards program changes
By Sandy C.
Starbucks debuted their upcoming changes to their loyalty rewards program and if you take a look at Twitter’s #StarbucksRewards, you’ll see the majority is not happy. At all.
What will be different with the Starbucks rewards program when it takes effect on April 16? Everything, really. Not many are fans of change, but sometimes change is a good thing. In the case of the Starbucks loyalty program, though? The majority of customers are rejecting it.
Here’s the deal! Before (or currently until the new program takes place April 16) reward members can redeem 125 Stars for their choice of one complimentary ready-to-drink bottled beverage or one complimentary food item or one complimentary handcrafted beverage. Fans were happy with that, it’s a simple rewards system and it works. Who doesn’t enjoy a simple way to get free stuff?
Now, however, in an attempt to give more reward options to customers and draw even more members into their program, things are changing.
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The basic rule is still the same: Members earn two stars for every $1 they spend. But the rewards are:
- 25 Stars to customize your drink for free (such as add an extra espresso shot, dairy substitute, or a dash of your favorite syrup).
- 50 Stars gets you a free brewed hot coffee, bakery item or hot tea.
- 150 Stars and you get a handcrafted drink, hot breakfast or parfait.
- 200 Stars earns you a lunch sandwich, protein box or salad.
- 400 Stars can be redeemed for select merchandise or at-home coffee.
Some of these new rewards are pretty cool, I have to say. Such as merchandise and customized drinks (though most of those should really be free — like a dairy substitute, come on Starbucks!)
What customers are the most upset about is in bold: the increase in Stars to get a free drink or lunch. Have a look at some of the tweets, below:
@Kevin_Johnson @Starbucks as a loyal @starbucksgold customer, I am disappointed in the #StarbucksRewards changes. It is not for the better. I will no longer be a frequent customer. I can see from Twitter, that I am not the only one. I hope you rethink this.
— Maryanne 🙏 (@MNicoTarm) March 20, 2019
I don't know where you are, but in Canada it is going to be 250 stars for a sandwich! As outrageous as it sounds!
— Babak (@shalchia) March 20, 2019
I'm sure Starbucks will lose in long term due to these changes.#Starbucksrewards
@Starbucks Whyyyy do you have to move the goal posts on rewards drinks? With 125 stars, it already takes ~ $62.50 in purchases to rack up enough stars for a free drink. Now you're making us spend another ~ $12.50 to by moving 150 stars 😢#Starbucksrewards #Starbucks
— Daniel Heffington (@DanielWHeff) March 20, 2019
@Starbucks @starbuckshelp your new rewards program is BS taking our business elsewhere #thanksbutnothanks #Starbucksrewards #starbucks
— The Spicy Chef (@TheSpicyChef) March 20, 2019
Lucky Charms is giving away boxes of marshmallows. dark. Next
Yikes. And that’s only a few tweets.
How do you feel about these coming changes? Will you be taking advantage of the points you currently have before the new program rolls out or are you excited for the new reward options to come? Sound off in the comments!