Starbucks announced it's changing its rewards program. How does the new one compare?
Anger is brewing among some Starbucks Gold members who feel burned by the Seattle coffee giant’s new rewards program.
But beginning April 16, customers will start earning rewards as soon as they hit 25 Stars under a new, five-tiered system that gives gradually bigger gifts the more Stars that one earns by spending money. Customers could cash in 25 Stars for an extra espresso shot or a dairy substitute like coconut milk in their drink, or 50 Stars for a free hot coffee, hot tea or select bakery item — or stack them up and put 100 toward a coffee and a treat.
“The new @starbucksgold @Starbucks rewards is horrible,” another tweeted at the brand, calling the move “a slap in the face for people that have been gold for years.” Regarding complaints that scrapping the 125-Star flat rate means that some of the bonus drinks and sandwiches will soon “cost” 25 to 75 more Stars than they do now, he added that “items now available for redemption at 125 Stars [will become] available for 50 Star, 150 Star and 200 Stars, respectively.
Ted Rossman, industry analyst at CreditCards.com, told MarketWatch that “occasional Starbucks patrons will likely benefit, but the most frequent Starbucks-goers could lose out,” from the new rewards plan. He added that Starbucks is making a “bold move” here, because businesses usually try keeping their highest spenders happy.
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