Starbucks has confirmed changes to its loyalty programme, effective September 3, that will require customers to earn more stars to redeem free items. The coffee chain, which operates branches in Birmingham, has faced criticism from customers who say the increased thresholds mean they will have to spend more before receiving rewards.
What is changing
Currently, customers need 130 stars, equivalent to £13 in spending, to claim a free filter coffee, americano, or hot tea. From September, this will rise to 150 stars, costing an extra £2. For bakery items such as cookies or muffins, the requirement increases from 300 points (£30) to 350 points (£35). A 'handcrafted' beverage will now require 600 points, up from 500 points. The cost of merchandise rewards will also increase, with customers needing to spend an extra £15 to redeem items.
Starbucks Rewards members earn 10 points for every £1 spent at participating locations, a rate that remains unchanged. Collecting 2,500 stars, which requires £250 in spending, still grants 'Gold Level' status, unlocking additional perks like a free birthday drink.
Customer reaction
One customer expressed frustration on X, writing: "Not to be dramatic but i genuinely think this is disgusting. Everything is going up in price, treats like Starbucks are already rare and they expect us to pay an extra £10 for a free drink, an extra £15 for the merchandise when getting these rewards were already slow for anyone."
The changes have sparked widespread criticism online, with many customers questioning the value of the loyalty scheme.
Company rationale
Starbucks says the adjustments are necessary because members have been "earning stars more quickly as the value of purchases has increased." The company also stated it wants to ensure it can "deliver great value over the long term."
The new thresholds will apply to all Starbucks locations, including those in Birmingham, from September 3. Customers who have already accumulated stars will need to meet the higher requirements to redeem rewards after the change.
