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Starbucks
is reintroducing tiers to its North American loyalty program in a bid to encourage coffee drinkers to visit more frequently as part of its broader turnaround strategy.
The company made the announcement on Thursday at its investor day. Executives across the business are sharing more details on the company’s plans to drive future sales growth and profitability, including through its all-important loyalty program.
Starbucks Rewards has existed since 2009. The company, long seen as a leader in restaurant technology, relies on its loyalty program to encourage members to visit more frequently and spend more money. In fiscal 2025, the transactions linked to the Rewards program accounted for 60% of the company’s revenue.
