Starbucks expands loyalty program to grocery purchases

SEATTLE — Starbucks today at the company's annual meeting of shareholders unveiled plans to expand its My Starbucks Rewards loyalty program to reward customers who purchase Starbucks-brand products in their local grocery stores.

Starbucks’ My Starbucks Rewards loyalty program continues to resonate with customers, driving increased revenue, traffic and purchases, and further differentiating Starbucks from competitors, said Adam Brotman, chief digital officer. He announced the evolution of the My Starbucks Rewards loyalty program into the world’s first cross-channel, multibrand loyalty program.

Key highlights of the new program include:

  • Beginning in May, customers will earn My Starbucks Rewards Stars for purchases of Starbucks packaged coffee in grocery channels. These stars can then be redeemed for free food or beverages in Starbucks retail stores. The program is expected to be expanded to include other Starbucks products sold through grocery channels this fall;

  • Integration of the Starbucks Card and My Starbucks Rewards loyalty program across several of its emerging brands, including Teavana; and

  • Beginning next month, registered customers who make purchases with a Starbucks Card or through the Starbucks mobile app at any of more than 300 Teavana retail stores will be able to earn stars for their purchases.


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