Starbucks Reintroduces Tiered Loyalty Program

Program Changes

Starbucks announced on Thursday at its investor day that it will reintroduce a tiered structure to its North American loyalty program. This initiative is part of a broader strategy aimed at increasing customer visit frequency.

The updated tiered program is scheduled to launch on March 10, featuring three distinct levels.

Background

Starbucks Rewards, established in 2009, is a key component of the company's strategy to promote repeat visits and increased spending among its members. In fiscal 2025, transactions linked to the Rewards program constituted 60% of the company's revenue.

In 2019, Starbucks removed its previous two-tiered system, stating the change was intended to foster engagement among new members. The company now indicates that the single-tier system does not adequately recognize its most frequent customers.

The company now indicates that the single-tier system does not adequately recognize its most frequent customers.

Starbucks Chief Brand Officer Tressie Lieberman noted the disparity in recognition:

Customers visiting 200 times annually were being treated similarly to those visiting once a year.