Finally, Starbucks creates simpler rewards card
Filed under: Food, Saving Money, Economizer
Last Christmas, I got a Starbucks gift card for $50 from my boss (a nice gift but with a semi-intentional hint that caffeine may help me do a better job).I used it up within a month but when a barista tried to lure me into getting the Starbucks Rewards Gold card, I wasn't even tempted. Paying a $25 annual fee upfront for the right to 10% discounts on coffees didn't seem like a deal when I didn't know if I'd have the money for the remaining 90% of the cost of my once-daily lattes.
Guess I'm not the only one who felt that way, and Starbucks got the hint. It recently announced it is consolidating its Starbucks Card and Gold Card reward programs into a free, easier-to-follow customer loyalty program called "My Starbucks Rewards" that launches Dec. 26.
Register and you'll immediately get a free drink on your birthday.
According to Reuters, expect to be bombarded with ads for the new program when you visit a Starbucks after Christmas. That's when stores see a mass of people who received Starbucks gift cards in their stockings coming in to use them, and Starbucks is intent on turning them into loyal caffeine addicts.
The program isn't yet mentioned on Starbucks' Web site but Melissa Allison, "Coffee City" blogger for The Seattle Times, has details. Looks like the program is following the AmEx-style of Gold and Platinum status levels.
At the Welcome level, a brand-new member gets a free drink on their birthday. Nice touch. After using the card five times, you'll move up to Green level and qualify for, among other things, free flavor syrups, refills on brewed coffee and two free hours of Wi-Fi a day. Perfect for freelancers, job-seekers and anyone else who needs to get out of the house.
After 30 uses comes Gold card status, which includes just-for-you coupons and a free drink for every 15 purchases. Meh. Buy 10, get one free would be a better deal in my opinion but hey, it's better than a $25 annual fee.
Speaking of which, Gold members who did pay the fee will still get their 10% discount until their membership date ends, and they'll automatically be enrolled in the new program at the Gold level. Standard card members will start at the Green level.
Reader Comments (Page 1 of 1)
11-06-2009 @ 8:02AM
RaVeN said...
I have the Starbucks Gold Card now...and I'm actually really upset that they have gotten rid of that program. For people who are in Starbucks daily it's very worth it. It wasn't just 10% off coffee, it was 10% off just about anything you could buy there. And I made up the cost of the $25 in about a month. I would be totally happy to pay the $25 again to save my 10% another year. Who cares about getting free syrups? I know I don't. And I know by the time I would get to my "free 15th drink" that I probably would have already saved enough with my 10% to have paid for it...possibly close to twice. I'm glad I'll already be a "gold member" but I would really rather have the 10% off than certain perks.
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11-06-2009 @ 8:04AM
RaVeN said...
Oh and I already got a free birthday drink and various free coupons throughout the year for paying my $25 fee.
11-06-2009 @ 1:59PM
Marshall said...
I have been getting a free Tall Coffee of the Day every time I purchase a pound of beans with my regular Starbucks card and now I must buy 5 to qualify for this reward so this is actually a downgrading of the program for me.
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11-06-2009 @ 11:21AM
kathy said...
I don't shop at starbucks cause their drinks suck and their coffee is over rated. Most other coffee shops serve much better coffee and sell much better and higher quality products at a lower price
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11-06-2009 @ 12:08PM
joe said...
I as well have the Gold Card with annual fee and 10% off. I will have saved just on my coffe alone $65.70 last year. I often purchase other people coffee's and food as well so I have probably saved four times that amount with total purchases. They should allow us to keep the old program, as that is why we signed up for it.
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11-06-2009 @ 11:59AM
Billwagon said...
I agree with RaVeN, I stop every day and buy the more expensive latte's which saves me $0.42 per cup, plus I often take friends or relatives, so my savings jump to $1 or more each purchase. Now I will have to use my card 15 times, not to be confused with 15 drinks to get 1 free drink. So I have calculated, it will cost me an extra $100 per year at least. So this "new" rewards program will force me to actually try McDonalds. I am always amazed when big business promotes this great plan for their best customers which actually costs us more in the end.
Way to go Starbucks, treat us like idiots...
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11-06-2009 @ 12:01PM
baristagoneloco88 said...
Being a Starbucks partner (I work for Starbucks) I know for a fact that there were people getting shafted when they bought the Gold card. Depending on what you drink, sometimes a registered Starbuck Card would give the customer the better discount. The rewards being combined was a result of customer complaint, yes, but also a result of barista complaint, on behalf of YOU the customer. Trust me. You will get much better deals and this program will be much easier to use than what you might have had to deal with before. And seriously, if you are that regular of a customer, your baristas will take care of you. I know I do. So take it from someone who has seen all of the great and not-so-great Starbucks ideas over the last three years, this program is a winner :D
Happy Coffee-Drinking,
Tiffany
(triple tall peppermint with cream and cinnamon powder Americano) see our drinks are just as crazy as yours ;)
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11-06-2009 @ 12:16PM
CHUCK said...
So Sbux still wants you to pay for the internet service in one way or the other! LMAO! You people who like Sbux are so stupid!
Hasting's Hardback Cafe(located in your local Hasting's Entertainment store) offers FREE internet service! FREE! No charge! Don't have to buy a drink (although courteous people will purchase something!) or anything! They have books and magazines for research or just pure enjoyment! They offer a selection of pies, cakes, sandwiches, pastries, etc. And these are usually purchased from a local bakery/shop and are a lot more fresher than Sbux who receive their's on a truck that are frozen! But you go ahead and continue to keep your "staus symbol" of stupidity and purchase those high dollar burnt coffees! Oh, did I mention, Hasting's Hardback Cafe is usually 5-20% cheaper also! And the coffees taste more like...well, coffee, not burned, but smooth! :)
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12-15-2009 @ 9:52AM
Suzanne said...
I've lived all over the USA and never heard of Hastings Entertainment. Whenever they do make it to an area I'm in, I would love to try it!
One thing Starbucks has gotten mostly correct is making their product widely available. I've stopped in Starbucks in probably close to 300 locations across the USA, not including the licensed stores. It's difficult for any company to compete with that kind of availability. And while Starbucks has definitely made a lot of money over the years, I would say that they have not been doing as well financially in recent times, based on their press releases over the last two years.
11-06-2009 @ 12:21PM
chuck said...
And think about this, if they can offer you that much discount and still be making tons of profit, how much are you getting for your money's worth?! Piss your money away! LMAO! You people don't understand business do you!? LOL!!!!!!
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11-06-2009 @ 12:42PM
ML said...
I just buy beans there.
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11-06-2009 @ 2:43PM
Peggy said...
Well, it may not be worth me keeping my Barnes & Noble membership at $25. Hmmmmmmmmmmmmmmmmm.
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11-27-2009 @ 10:07AM
c said...
I'm a Gold Card member. I think this new rewards program will not benefit me. My gold card paid for itself in the first month -- and I am probably costing SBUX too much money!
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12-15-2009 @ 9:39AM
Suzanne said...
I typically buy drinks for four or five people at least once a day, and usually twice a day. In order to get the appropriate number of free drinks, I will now need to pay for each person's drink as a separate transaction, since the new program accumulates "stars" based on each transaction, not each drink purchased.
Also, each purchase must be paid for with money on the card. So the first transaction each visit - to maximize my own use of funds - I will be reloading the card with the cash to cover that trips purchases.
I understand the company wants people to leave money on the gift cards so that the funds can be utilized by Starbucks until the customer uses the funds on a purchase, but I can only imagine how much more money in barista payroll and register wear-and-tear this will cost the company.
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