Starbucks Shakes Up U.S. Loyalty Landscape with New Three-Tier Rewards Program
In a major shift for one of the world's most popular loyalty schemes, Starbucks has announced a comprehensive redesign of its Starbucks Rewards program for its 35.5 million active U.S. members. The new structure, set to launch on March 10, moves away from a one-size-fits-all model to a three-tiered system aimed at rewarding frequency and spend.
The revamped program introduces Green, Gold, and Reserve membership levels. All members start at the Green level, earning one star per dollar spent (with bonus opportunities via digital card top-ups) and receiving a birthday treat. After accumulating 500 stars within a year, members graduate to Gold, unlocking a 20% faster earn rate at 1.2 stars per dollar. The top-tier Reserve status, requiring 2,500 stars annually, offers the most lucrative rewards and an earn rate of 1.7 stars per dollar.
"We're redefining the industry with customer-focused benefits that set a new standard," said Tressie Lieberman, Starbucks' global chief brand officer. The changes, she noted, are a direct response to member feedback seeking more meaningful and faster-earning rewards.
The move comes as Starbucks seeks to strengthen customer loyalty in a competitive market. The company recently reported a 6% year-on-year increase in Q1 FY26 revenue to $9.9 billion. Analysts see the program overhaul as a strategic play to increase customer lifetime value and spending frequency, especially among its most dedicated patrons.
Further enhancing its value, the program maintains partnerships with Delta SkyMiles and Marriott Bonvoy, allowing members to link everyday coffee purchases to travel and hotel rewards—a key differentiator in the crowded loyalty space.
Customer Reactions
Michael R., Seattle: "As a Gold member, the faster earning rate is a welcome change. It feels like they're finally recognizing their regulars. The partnership with airlines is the real winner for me."
David Chen, Retail Analyst: "This is a savvy move. Tiered systems create aspirational goals, encouraging increased spend to reach the next level. It's a proven model for driving engagement and data collection."
Sarah L., Chicago: "2,500 stars for the top tier? That's over $1,400 spent a year just at Starbucks! This feels less like a 'reward' and more like a squeeze on their most loyal customers. The rich get richer, while casual drinkers get crumbs."
Priya Mehta, Frequent Traveler: "The seamless integration with Delta and Marriott is a game-changer. It turns my morning coffee run into tangible progress toward my next vacation. That's smart, sticky loyalty."