More than 40% of Starbucks purchases are by Rewards members—and it's making some big changes to the program
Since it rolled out its Rewards program in 2009, Starbucks has convinced 16 million members to sign up.
Under the revised program, they can use stars to get more types of items. But it's going to cost more stars than in the past to get some of the things that 125 stars used to yield.members can add an espresso shot, customize their drink with a dairy substitute, and get a pump of syrup.members can order a"handcrafted drink," meaning something like a cappuccino or latte, a hot breakfast item or a parfait.
It is offering members free hot coffee and tea refills, a birthday treat and other special bonuses that are based on a member's purchase history.
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