Introduction:Starbucks is set to adjust its Starbucks Rewards membership points redemption rules in February 2023. The number of stars required for most popular items will be significantly increased, with only a few cold beverages seeing a reduced threshold. This change will affect how coffee enthusiasts use their points, and this article details the adjustments, member feedback, and official responses to help you master the latest redemption strategies and changes in membership benefits.

Starbucks announced that it will adjust its Starbucks Rewards membership points reward system on February 13, 2023, with the star redemption thresholds for most items being raised. This move has drawn considerable attention and discussion among members. The company stated that the change is aimed at ensuring the long-term stability and sustainability of the rewards program, as well as responding to the evolving consumption needs of its members.

Starbucks Rewards is one of the most well-known membership programs in the global coffee industry. By accumulating stars (i.e., points) through purchases, members can redeem free drinks, food, or enjoy other perks. Following this adjustment, the number of stars required for popular items including baked goods, hot coffee, and hot tea will be raised from the original 50 to 100. Similarly, handcrafted beverages and Starbucks breakfast combos, which currently require 150 stars, will be increased to 200 stars.

The adjustments for other items are also significant: the star redemption thresholds for sandwiches and salads will increase from 200 to 300 stars. However, not all items have seen an increase. For example, the star requirements for iced coffee and iced tea have been lowered, from 150 and 200 stars to 50 and 100 stars, respectively. Additionally, the 25-star option remains available, allowing members to still redeem add-ons such as espresso shots, syrups, or milk alternatives in their drinks.

After the changes were announced, they quickly sparked widespread discussion on social media platforms. Many consumers expressed disappointment, feeling that Starbucks is gradually reducing member benefits. One netizen commented bluntly: "It feels like I’m spending the same amount of money but getting less in return." Others said it made them reconsider whether to remain Starbucks Rewards members.

In response to public concerns, a Starbucks spokesperson stated: "The rewards program is an important way for us to build long-term relationships with our members. Through this program, we gain deeper insights into member preferences and encourage ongoing purchases. Occasional adjustments are necessary to ensure the program’s sustainability and to continue delivering experiences that meet member expectations."

Since its launch in the United States in 2008, Starbucks Rewards has become a core component of Starbucks’ sales strategy. According to statistics, members of the program contribute nearly half of Starbucks’ total revenue. In the Chinese market, Starbucks Rewards has also performed strongly, with the latest quarterly data showing that the number of active members grew by 29% compared to the previous quarter, totaling over 17 million—almost returning to its historical peak.

Wang Jingying, Chairman and CEO of Starbucks China, has publicly stated that the brand aims to surpass 170 million Starbucks Rewards members by 2025, while doubling the number of active members. Starbucks Rewards was introduced to China in 2010, and its successful model has also served as a reference for many local and international brands in designing their own membership programs.

In addition to the recent points adjustment, Starbucks has continued to roll out other member incentive measures. For example, last October, Starbucks partnered with Delta Air Lines, allowing members to earn double stars when making purchases at Starbucks on the day of a Delta flight. Additionally, the brand is testing a new program called Starbucks Odyssey, which uses gamified tasks to let users collect NFT-based “Journey Stamps.” These digital collectibles may be linked to more membership benefits in the future.

The above content is compiled by CoffeeHunters, a coffee news website.