2019-04-26. Starbucks. Troy, MI.
So on April 16, 2019, Starbucks rolled out their new rewards program. So let's review their old program first.
Old program: Rather simple really, you earn 2 stars for every dollar spent when you pay with your registered Starbucks card, or through the app. Partial dollars are calculated at partial stars in 1/10 increments. You can track your stars online, via the app, or at the store (ask the Barista). Stars are kept track on a monthly basis when earned and are valid for 6 months. Once you have accumulated 125 stars, you can redeem it for any food or beverage item regardless of price. So a cake pop will consume 125 stars as will a salad, sandwich, or customized drink.
New Program: you continue to earn stars at the rate of 2/$. Partial stars continue to be calculated in 1/10 increments. The stars continue to be tracked monthly and expire after 6 months if not used. Sounds the same so far, so what changed? Well there are now different redemption amounts for different items. The 125 stars for any food or drink item is no more. For 25 stars, you can get an extra added to your drink (so a pump of vanilla, or a shot of espresso, or maybe some coconut milk in lieu of 2%). Brewed Coffee or Tea is 50 stars (75 star drop in price); a customized drink 150 stars (a 25 star increase in price); sandwiches and salads are 200 stars (75 star increase in price); and for 400 stars (new!), you can get a bag of coffee beans or a merchandise item like a mug or tumbler.
With all that said, it probably sounds like the worse reward program ever, regardless of whether old or new program. Some simple straight line math calculates that you need to spend $62,50 to earn a free food or beverage item under the old regime, and $75 dollars under the new. But if you're the person making coffee runs for the morning office crew, they can add up quickly! On top of that, Starbucks offers purchase promotions for bonus stars.
So is this individual rewards pricing a bull or bust? Well there are both winners and losers. The winners are the brewed drinkers. At 50 stars a cup, they're clearly the victors; but that is merely one battle, these same brewed drinkers lost the battle of the eats as their gains are completely offset by the losses in salad and sandwich prices. In the end the war is at an impasse.
Moving onto the espresso masses. These poor lemmings are the ones condemned to lose at every turn. Their drink is now 20% more expensive and their food is 60% more expensive when cashing in rewards stars. Do their stars have any silver lining like the brewed drinkers, nope.
But if you paid attention to the program, there is an unknown with the custom espresso consumers, will your "extras" cost you more stars? Or will it be a flat rate of 150? This was what I intended to find out! I ordered a venti hazelnut latte with two extra shots, 3 pumps instead of 4, and whip on the side. The cost, 150 stars.
So if your cup is half full, there's your silver lining, the customization is at no extra cost.
If You would like to experience more, come dine-with-me.yelp.com I'd love to have your company... Bon Appétit!