Marketing

Starbucks launches tiered loyalty program to boost engagement

Photo: Starbucks

March 10, 2026

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Starbucks Coffee Company launched a reimagined loyalty program on Tuesday, introducing a three-tiered structure designed to increase personalized value for its 35.5 million active U.S. members.

The updated Starbucks Rewards program moves away from a flat earning model to a system categorized by three membership levels: Green, Gold and Reserve. The shift is part of the company's "Back to Starbucks" strategy, aiming to deepen customer connection and drive transaction frequency.

"We're redefining the industry with customer-focused benefits that set a new standard and ignite fandom," Tressie Lieberman, Starbucks global chief brand officer, said in a company press release. "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."

Under the new structure, members earn status based on the number of Stars collected within a 12-month period:

Green: The entry-level tier includes a birthday reward, personalized offers and "Free Mod Mondays," which provides one complimentary beverage modification per month. Green members earn one Star per dollar spent
Gold: Reached after earning 500 Stars annually, this tier offers 1.2 Stars per dollar spent, at least four "Double Star Days" per year, and a seven-day window to redeem birthday rewards. A major change for this tier is the elimination of Star expiration, provided the member remains active
Reserve: Reserved for the brand's most loyal customers, this tier is reached by earning 2,500 Stars annually. Reserve members earn 1.7 Stars per dollar spent and receive exclusive access to premium merchandise and curated events, including potential all-expenses-paid trips to international coffee culture hubs like Tokyo, Milan or Costa Rica.

The company addressed a common customer pain point regarding Star expiration. While Green-level members must complete qualifying activity to keep their Stars active, Gold and Reserve members will see their Stars never expire, signaling a significant shift in the program's commitment to long-term loyalty.

The redesign also changes how members accumulate rewards. Previously, Star-earning was tied heavily to payment methods. The new system creates an accelerated path to rewards as members progress through the tiers, allowing those with higher engagement to unlock premium benefits more quickly.

Starbucks officials said the program is a "powerful growth engine" for the company. By incentivizing higher levels of membership, the coffee giant hopes to drive an increase in the frequency of store visits and total transactions.

Current members may track their progress toward the next tier through the Starbucks app or the company's website. Status gained at any tier is valid for 12 months, after which members must meet the earning thresholds to maintain their standing.