Starbucks Coffee Company has introduced a redesigned version of its Rewards loyalty scheme for its 35.5 million active members in the US.
The revised programme, which will come into effect on 10 March, is structured around three membership levels: Green, Gold and Reserve.
At the Green tier, members receive a complimentary food or beverage item on their birthday, along with tailored promotional offers.
This entry level provides one star for every dollar spent, with the potential to boost star accumulation by topping up a Starbucks Card digitally.
Customers move into the Gold level after collecting 500 stars within a rolling 12‑month period.
Gold Members receive additional advantages and a higher earning rate of 1.2 stars per dollar, equal to 12 stars for every $10 spent.
Reserve status is achieved when a member amasses 2,500 stars over 12 months.
At this premium tier, members gain access to a broader mix of rewards and earn 1.7 stars per dollar spent, or 17 stars for each $10.
The company said that the stars accrued under the new scheme can be exchanged for different reward options.
Participants can also link their Starbucks Rewards profile with select external loyalty programmes to access further benefits.
Current partner schemes include Delta SkyMiles and Marriott Bonvoy, enabling members to connect everyday Starbucks spending with travel and hospitality rewards.
The coffeehouse chain said its new three-tier system, inspired by member feedback, is designed to strengthen connection and drive growth.
Starbucks' global chief brand officer Tressie Lieberman said: “We’re redefining the industry with customer-focused benefits that set a new standard and ignite fandom.
“Starbucks Rewards has always been about creating connection, and we’re evolving the program based on what our members told us matters most, offering faster, more meaningful benefits that make them feel appreciated.”
Recently, Starbucks announced results for its 13-week first quarter of fiscal 2026 (FY26). The company recorded consolidated net revenues of $9.9bn in the period, up 6% year-on-year.
