Starbucks criticised over loyalty scheme

Elizabeth Smythe

17/01/2012 11:00:47

Starbucks’ revised loyalty scheme has received a proper ‘roasting’ from its British customers, The Independent writes.

Changes to the ‘My Rewards’ scheme include a free drink for every 15 purchases and customers receive a gold star for every transaction, which can be spent on certain items. However, they have scrapped more generous offers and discounts that existed under the old scheme.

Previously, regular customers were rewarded with money off a filter coffee and a free drink when purchasing a bag of ground coffee. These no longer exist and offers such as free shots, syrups and creams start when customers have acquired 50 gold stars and are considered gold members. In the USA, gold membership is achieved with just 30 gold stars.

Little wonder, Bitter Wallet reports, that hundreds of coffee lovers have complained on Starbucks’ Facebook page. Some have threatened to tear up their membership cards while others have vowed not to frequent the chain again.

Naturally, those who have their own coffee machine may be a little puzzled at the outcry. Being able to make delicious lattes, espressos and cappuccinos at home, at a fraction of the cost is surely preferable to buying 15 coffees, simply to get one free?

While clearly an unmitigated PR disaster, Starbucks claim the ‘improved’ scheme is working, saying that the number of people using their loyalty cards has risen.

A spokeswoman said: “We appreciate that a small number of customers on social media are being very vocal, in our stores we’re seeing a positive movement towards the My Rewards scheme.”