It used to be based on number of visits. Now, the My Starbucks Rewards loyalty program will be based on how much money customers spend.
That was the main message of Monday’s early morning special conference call.
Starting in April, in Starbucks throughout the U.S., Canada, and Puerto Rico, the loyalty program will award stars based on the amount of money spent per customer.
Starbucks CFO Scott Maw said during the call that the main reason for the change to the loyalty program (from visit-based to spend-based) is because it....