Starbucks launches three-tier loyalty program with enhanced benefits

Starbucks Coffee Canada Inc. (NASDAQ: SBUX) announced a redesigned loyalty program launching March 10 that introduces three membership levels for its more than 38 million active members across North America.

The updated Starbucks Rewards program features Green, Gold and Reserve tiers based on Stars earned within 12 months. Members advance to Gold status after earning 500 Stars and Reserve status after earning 2,500 Stars. Status remains valid for 12 months and requires the same Star threshold to maintain each level.

The new structure changes Star-earning rates by tier. Green members earn 1 Star per dollar spent, Gold members earn 1.5 Stars per dollar, and Reserve members earn 1.7 Stars per dollar. Gold members receive at least four additional Double Star Days annually, while Reserve members get at least six.

Star expiration policies differ by level. Green members can extend Star validity for six months through monthly activity, while Gold and Reserve members receive Stars that never expire. Reserve members also gain access to all-expenses-paid trips to destinations including Tokyo, Milan and Costa Rica.

The program introduces a new 60-Star redemption option allowing $2 off any item, responding to member requests for quicker reward access. Other redemption levels range from 25 Stars for drink customizations to 400 Stars for merchandise up to $20 in value.

Additional benefits include Free Mod Mondays for Green members, extended birthday reward redemption windows for higher tiers, and early access to select menu items. Members can link their accounts with select third-party loyalty programs including TD credit cards and Aeroplan.

When the program launches, member levels will be determined by Stars accumulated from January through December 2025, with existing Stars remaining in accounts.

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