Starbucks Takes Next Step in Putting Money Back In Loyal Customers' Wallets

November 12, 2008 1:01 PM EST

SEATTLE--(BUSINESS WIRE)--

Starbucks (Nasdaq: SBUX) took the next step in helping ease the pressure on customers' pocketbooks with the introduction this month of Starbucks Gold. The program is the next evolution of Starbucks Card Rewards and was designed with Starbucks best customers in mind. For an annual membership of $25, Starbucks Gold customers receive a Gold Card that gives them 10 percent off most everyday purchases at participating Starbucks stores in the U.S. Since the program was introduced a week ago, sales of Starbucks Gold memberships have exceeded initial projections by 20 percent.

"Starbucks Gold extends great value to our most frequent visitors and identifies them as Starbucks super fans," explained Brad Stevens, Starbucks vice president of customer relationship management. "Our customers have been telling us that they don't want to cut Starbucks out of their daily routine but they do want more value for the dollars they are spending and more recognition for how frequently they visit. Starbucks Gold is how we are responding."

For customers who come in 10 times a month for a Double Tall Nonfat Latte, for example, a Starbucks Gold membership would pay for itself in fewer than 4 months.

In addition to 10 percent off most purchases, including espresso beverages, food, whole bean coffee, espresso machines, grinders, and merchandise, customers will receive special members-only offers and invitations once they register their Gold Card online at www.starbucksgold.com. For example, this month, a select group of registered Gold Card members were invited to participate in a rare behind-the-scenes visit to the Starbucks Support Center in Seattle. In addition to joining partners (employees) at a monthly coffee roasting event, registered Gold Card members also enjoyed a personalized coffee cupping with Starbucks team of coffee blenders. Other perks that come with registration are a complimentary beverage on one's birthday and friends and family days where members can share their discount.

    Gold Card benefits at a glance:

    --  10 percent off most purchases in participating U.S.
        company-operated stores, including espresso beverages, food,
        whole bean coffee, espresso machines, and merchandise. The
        discount cannot be applied to Starbucks cards, publications,
        digital downloads, membership fees, and items that are already
        discounted.

    --  A free drink when purchasing the Gold Card in-store.

    --  Tender neutrality. With the Starbucks Gold Card one can pay
        with cash, credit card, or a Starbucks Card and still receive
        the 10 percent discount when showing the card at the time of
        purchase. In addition, the card can be loaded with any amount
        from $5-$500.

When customers register their Starbucks Gold Card, they unlock other benefits, including:

    --  A complimentary birthday beverage

    --  Exclusive offers and discounts

    --  Free Wi-Fi access for 2 hours each day

    --  Members-only Web site

    For more information, visit www.starbucksgold.com.

    About Starbucks

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com.

Source: Starbucks Coffee Company

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