Starbucks Just Made This Huge Change To Their Rewards For 2023—Customers Are Furious!
It might be more difficult to obtain freebies at Starbucks in the new year with the coffee chain’s latest rewards system update.
As reported by Yahoo Finance, customers will need more “stars,” or points, in 2023 to get a free drink or food item than ever before.
On Twitter, many Starbucks lovers are expressing their disappointment with the news. Here’s what we know:
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Starbucks Updates Their Rewards System And How Points Are Used For Free Items
According to the outlet, effective February 13, 2023, reward members will now need 100 stars (previously only 50 were needed), to get a hot or iced coffee, tea, bakery item, packaged snack or a plastic to-go cup for free.
In the past, iced coffee or tea was not included in this level.
To score a handcrafted drink like a latte, Frappuccino, or hot breakfast item, members will now need 200 stars, rather than the previous 150.
On the more positive side, customers with 300 stars can now pick up a packaged salad, lunch sandwich, or protein box. This 300-star tier will also include packaged coffee (a bag of whole beans to make at home, as Yahoo writes), which previously needed 400 stars.
Starbucks Explains Rewards Change
In an interview with Yahoo Finance, Starbucks explained, “We occasionally need to make changes to ensure the long-term sustainability of the Starbucks Rewards program and to meet the changing needs of our members.”
Earlier this year, the coffee giant revealed that it had raised prices by about 5% over a 12-month period.
During Starbucks’ fiscal-fourth quarter earnings call in early November 2022, interim CEO Howard Schultz said, “Our convenience channels, drive-thru, Mobile Order & Pay, and delivery drove 72% of our total sales volume.”
He added that the chain expects mobile, digital, loyalty, and delivery to all “continue to grow and drive” the business.
Customer Reactions
Many customers on Twitter and elsewhere weren’t thrilled to find out that it will now take even more effort and trips to Starbucks to get free items (and continue to air their grievances online).
“Not only does Starbucks keep raising prices, now it’s changing its rewards program again. Another 50 points for a free drink. Unbelievable,” one user wrote, as another chimed in, adding, “Starbucks changing their rewards system yet again and requiring 200 stars for a free drink instead of 150 is making me very upset.”
Someone else comically commented, “my toxic trait is thinking Starbucks Rewards are set up to benefit me and more than an elaborate scam to keep me addicted to caffeine.”
One other user noted, “Hey Starbucks! You’ve been slowly losing my business of late, and now your changes to your rewards program may have just sealed the deal. Bumping the price of a reward from 150 to 200 stars isn’t just a minor change. That’s like raising your prices 33%!”
(Well… as another Twitter user pointed out, at least rewards members can still get a free annual birthday drink.)