Starbucks New Rewards

I got an email today. From Starbucks. Dear Stephani it read. We’re going to give you what you want.  More stars. Starting in April.

OK. Sounds good. More stars = more free food = faster Gold status (which is what GIVES you the free food. And drinks).

Now it’s no secret I love Starbucks coffee.  Although I don’t love much of their food and I really don’t love the overly sweet, overly caloric cakes and brownies and such. Beyond the banana bread which thankfully was retained when Starbucks bought another bakery a while back and changed all the snack food.

Well – back to my email. So now, says Starbucks, I’ll earn 2 stars for every $1 spent on coffee, food, mugs etc. Well that’s way better than 1 star a visit isn’t it? The email says it’s the #1 request from members — stars based on what you buy. $$ you spend.

I kept reading. There must be a catch somewhere. Big successful companies don’t just give things away on a regular basis. And of course — they won’t.

Now I get one star per visit. And a star for each package of Starbucks coffee I buy at the supermarket. I can just buy a basic grande coffee or maybe splurge (calorically) on a cafe mocha with whipped creme. 30 coffees or  – say – 25 coffees and 5 bags of packaged coffee and I have 30 stars.  And I’m gold for another year. Then I need just 12 stars earned any which way – for a reward. One free ANYTHING in the store I can eat or drink.  As many rewards a year as I can earn.

In April I’ll need 300 stars to make Gold. And 125 stars for that free reward. It will take much longer to get there buying just one coffee per visit. So obviously Starbucks is gambling that it’s loyal customers will spend a lot more on food now to reach the gold levels faster. Hey – Starbucks hopes you will say — let’s have a Starbucks sandwich for breakfast or lunch instead of going to McDonald’s. Making Starbucks’ lagging food products more popular. Boosting revenue. Making Wall Street happy.

Who could ask for anything more?

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