Starbucks Launches Merch Store With Early Access for Reserve Tier
Starbucks has launched a new online merchandise store, called Starbucks Shop, giving its most loyal customers early access as part of the company’s revamped Starbucks Rewards program. The new shop features exclusive branded items such as cups, tumblers, apparel, and Starbucks Reserve whole-bean coffee.
The online shop rollout is tied to Starbucks’ newly updated loyalty program, which launched March 10 and introduces a three-tier membership structure: Green, Gold, and Reserve. Entry-level Green members receive benefits like a free birthday drink, bonus Stars for digital reloads, and a new monthly perk called “Free Mod Mondays,” which allows one free drink customization. Gold members, earned by accumulating 500 Stars annually, unlock additional benefits such as non-expiring Stars, a longer window to redeem birthday rewards, and extra Double Star Days.
Reserve status, which requires 2,500 Stars in a year, delivers the most premium benefits. Along with first access to the merchandise shop, these members receive enhanced earning rates, additional bonus days, and access to exclusive coffee experiences, including opportunities like a curated trip to Tokyo planned for 2026. The program refresh reflects Starbucks’ broader effort to deepen loyalty engagement by offering more differentiated perks and experiences as customers move up the membership tiers.
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BetterHelp Partners with AARP to Expand Online Therapy Access
BetterHelp has been named the exclusive online therapy provider for AARP members, expanding access to mental health services for adults aged 50 and older. Through the partnership, AARP members will receive 30% off their first month of a BetterHelp self-pay subscription, along with the option to use qualified insurance coverage where available.
The offering provides AARP members with access to BetterHelp’s network of more than 30,000 licensed therapists and a range of therapy formats, including video, phone, and messaging sessions. The platform uses a detailed intake process to match users with therapists suited to their needs, and members can switch providers if necessary. Additional benefits include weekly subscription pricing typically ranging from $70 to $100 for non-insurance users and a three-month free trial of the BetterSleep sleep and relaxation app.
The partnership is designed to address growing mental health needs among older adults. Adults age 50 and over represent roughly one-third of the U.S. population and often face challenges such as loneliness, caregiving responsibilities, and major life transitions that can affect mental well-being. By combining AARP’s large membership base with BetterHelp’s digital therapy platform, the organizations aim to reduce barriers to care and help more people access mental health support when they need it.
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Jollibee Turns Menu Favorites Into March Madness Bracket
Jollibee is leaning into the excitement of college basketball season with a new March Madness–inspired menu bracket promotion designed to engage customers and drive loyalty participation. The campaign invites fans to vote on their favorite Jollibee menu items in a bracket-style competition, similar to the NCAA tournament format. Voting begins on March 15 and runs through early April, allowing customers to help determine which items advance each round and ultimately win the bracket.
Throughout the campaign, Jollibee is pairing the voting experience with weekly loyalty promotions tied to the bracket matchups. Each week features limited-time deals and discounts on menu items that correspond with the competing bracket selections. These promotions are designed to encourage customers to try different items while participating in the interactive voting experience.
The promotion aims to build excitement around Jollibee’s menu while strengthening engagement with its loyalty ecosystem. By combining a culturally relevant event like March Madness with digital voting and exclusive deals, the brand hopes to create a fun, repeatable interaction that keeps customers returning throughout the tournament period.
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