Starbucks announced that they’re changing their rewards program, and it’s not going to be easy on your wallets. Instead of awarding points per visit, the new program awards per dollar — and that means that free drink is a LOT farther away. This is completely unfair!
Starbucks announced on February 22 that they would be changing their beloved rewards program, a move they thought would please their customers. They couldn’t be more incorrect. Starting in April 2016, customers in the US, Puerto Rico and Canada will start earning points per dollar spent, instead of per visit to Starbucks. It’s ridiculous, especially for those who try to keep things on the inexpensive side!
Forget points for being a loyal Starbucks customer. The new system demands that only customers who spend the most will be valued. In the existing points system, customers earn one point (“stars”) per visit to Starbucks, then receive a free drink or food after 12 visits. That’s guaranteed, no matter how much you spend. Sweet, right? Starbucks is taking that away from you!
In the new system, customers are rewarded upon how much they spend per order, getting two point for every dollar spent. It sounds great in theory — if you bought a fancy drink that cost like, $7, you get those 14 points — but it starts smelling more stale than old coffee when you realize how much you really have to spend to get your freebies: 125 points, or a whopping $62.50. Ouch, my wallet!
If you’re a Starbucks regular who just enjoys a small cup of black coffee, you’re screwed. You’re going to have to knock back a lot of joe to get anywhere close to those 125 points. For those addicted to their frappuccinos and their custom Venti everything-goes drinks, it’s going to be a hell of a lot easier to reach the target.
A rewards program is supposed to reward everyone who frequent the company — not those with more money to spend. Starbucks sees about 75 million customers a month, and 11 million of them use the rewards system. And they’re not all made of money. But Starbucks Global CSO Matthew Ryan stated this was “the number-one customer-requested update”; the average customer apparently spends $5 and “there are a small minority of people who would either be advantaged or disadvantaged” by the changes.
His statement, in my opinion, is insulting. For those who will say “don’t go to Starbucks if you’re broke,” I say that all people are allowed to experience a little joy in their day, and a company should not presume who they’re disadvantaging. Do you agree?
HollywoodLifers, are you outraged that Starbucks changed their rewards program? Tell us in the comments!