Starbucks announced Monday that starting in April, customers will no longer receive one star per visit. Instead, they will receive two stars for each dollar spent. That sounds pretty good, but as you’d guess, there’s a “star devaluation” to go along with it.
Starbucks is also changing how “gold” status and perks are calculated. Right now, customers receive gold status once they’ve earned 30 stars in a year after 30 visits. Gold members get a free food or beverage product after 12 stars.
With the new system you will need 300 stars to reach gold status. Which means that you would have to spend about $150. After that, they will need 125 stars (the equivalent to spending about $63) in exchange for a free item.
The new program benefit people who spend more than $5 per visit. Those who spend less than that, will find free stuff harder to come by. Regulars who buy a $2 cup of coffee, for example, will have to dish out $90 more per year to reach gold status.
Starbucks says the changes are in response to feedback from customers who wanted a program based on money spent, not visits. Starbucks Chief Strategy Officer Matthew Ryan told the Los Angeles Times the current system often results in longer wait times, as customers try to earn more stars by ringing items up separately to accrue visits.
I’m not one of Starbucks’ most loyal customers, so this won’t really affect me much. Is any of you a Starbucks regular? How does this affect you?