Like Julia Roberts in Eat, Pray, Love, Starbucks is trying to reinvent itself. The company is spending a ton to remodel all of its stores to make them feel more welcoming and less like they're trying to rush you out the door. In addition to adding warmer lighting and cushy seating, Starbucks is even getting rid of its mobile pick-up only locations because they lack the human touch.
Starbucks execs announced in the company's July 29 earnings call that even more big changes are on the way. Later this year, you'll find Protein Cold Foam on the Starbucks menu. The company's CEO Brian Niccol also announced during the call that Starbucks Rewards will soon be getting an overhaul.
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Niccol said he believes Starbucks' rewards program has lost its way, becoming a vehicle for discounts and promos rather than something special that rewards its most loyal customers with exclusive benefits. "I'd say the rewards program became too much of a one-size-fits-all," Niccol explained. "The feedback we've gotten from customers that are part of it is, 'If I'm a really big, loyal customer, I think there should be more recognition of that.'"
As for what changes are brewing, Niccol remained pretty tight lipped, though he did tell investors he would have more information to share in February.
Niccol is not the only one who thinks Starbucks Rewards needs an overhaul. After the program's last revamp in 2023, customers took to the internet to voice their displeasure. The update dramatically increased the number of stars—Starbucks' version of points—needed to earn rewards. "That means we have to spend $100 to get a free drink," one Redditor complained. Another commenter in the thread pointed out that the stars they'd accumulated had lost 25 percent of their value due to the updates. "Inflation is a strong word," wrote another, "seems more like corporate greed to me."
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