Introduction:Starting June 20, Starbucks upgraded its Starbucks Rewards program from a three-tier to a four-tier membership system, adding a new Diamond tier. This article details the upgrade criteria, new benefits such as priority preparation for Mobile Order & Pay and access to the Roastery experience, as well as the co-branded plan with Hilton, and analyzes its practicality and user feedback to help regular customers evaluate whether it’s worth striving for higher membership levels.

Launched by Starbucks in 2008, the Starbucks Rewards program had long maintained a three-tier structure of Green, Gold, and Gold levels. But starting June 20, this system that had been in place for over a decade officially changed, adding a top-tier “Diamond” membership level. Existing Gold members who have accumulated 100 Stars within the past year will be automatically upgraded to Diamond status the next day, enjoying more exclusive perks.

The most significant change in this adjustment is the expansion from three to four membership tiers. Gold was previously the highest level, but now members must reach a 100-Star threshold to advance to Diamond. It’s worth noting that Stars are counted based on “registered Stars,” meaning purchases must be registered with a Starbucks Card or mobile app account—transactions without registration or made temporarily won’t count toward upgrade eligibility.

In addition to retaining all the benefits of the Gold level, Diamond members can also enjoy extra exclusive services.These include priority preparation for Mobile Order & Pay orders,which can reduce wait times during busy periods;a special birthday gift from the Bearista on your birthday,and the opportunity toenjoy a free tour of the Shanghai Roastery,where you can gain an in-depth understanding of the coffee roasting process. Additionally, Starbucks has launched a co-branded membership program with Hilton Hotels & Resorts, offering added value for frequent business travelers.

Beyond the new Diamond benefits, other membership tiers have also received minor adjustments. All members can now enjoy one free size upgrade upon earning one Star, and birthday gift options have expanded, allowing members to choose between a cake or another gift. These changes aim to enhance the overall membership experience and encourage users to continue purchasing to maintain or elevate their membership level.

However, this upgrade has sparked considerable discussion among users. Some loyal customers feel that the 100-Star upgrade threshold is relatively high and not easy for the average consumer to achieve. For example, purchasing one medium-sized coffee per day would require nearly three months of consecutive purchases with each transaction registered to possibly accumulate enough Stars. Moreover, the new free Roastery experience is limited to the Shanghai location, making it less practical for non-local members—if they wish to experience it, they would need to travel there specifically.

The co-branded membership program with Hilton has also come under scrutiny. According to official Starbucks information, Gold or Diamond members must complete specific challenge tasks to upgrade to Hilton Gold status. However, many netizens have found that the thresholds for similar partnerships with other brands are generally lower—some only require a few nights’ stay to upgrade—whereas Starbucks’ conditions are relatively strict, considered by some to be “even harder than earning Hilton Gold by staying one night,” thus reducing the appeal of the co-branded plan.

Starbucks’ significant overhaul of its membership system shows that the brand is attempting to strengthen its connection with loyal customers through higher-tier membership benefits and exclusive services. By introducing the Diamond tier, Starbucks hopes to encourage consumers to increase both the frequency and amount of their spending in order to maintain their premium membership status.

However, some users have pointed out that while the new benefits may sound attractive, in reality, most people find it difficult to meet the thresholds, and some perks are limited by region or come with too many conditions, making them feel less practical. They suggest that Starbucks should design membership benefits in the future with more consideration for users’ actual needs, offering more appealing and universally beneficial rewards in order to truly enhance member loyalty and purchase intent.

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