Starbucks has signed a multi-year deal with ride-hailing app Lyft enabling drivers and customers to earn perks.
The international coffee chain will reward Lyft users with coffee and food for using the service – and drivers can also enrol.
As an additional perk, Lyft drivers will be able to receive Starbucks eGifts from customers – in place of a tip – as a more-personal thank you.
Adam Brotman, chief digital officer of Starbucks, said: “With Lyft’s presence in 65 cities across the U.S. where we also have Starbucks serving the same communities, we knew this relationship would benefit our partners, Lyft’s drivers as well as our mutual customers that are already coming to Starbucks and using Lyft services.
“This is a great win/win. Our digital loyalty ecosystem will strengthen Lyft’s ability to attract and retain customers in a highly profitable way, while at the same time accelerating the incrementality of redemption of rewards.”
John Zimmer, co-founder and president of Lyft, added: “There are two things most of us do every morning: get a cup of coffee and commute to work. Together with Starbucks, we can make both a friendlier, more enjoyable experience.
“Lyft and Starbucks share a lot of the same customers and importantly we share a commitment to doing right by our customers and our people. In the days, months and years ahead, we will launch exciting programs for loyal community members, and new products that will change the way we move around our cities.”
The move is just one way Starbucks is looking to branch out its offering and enter into exclusive partnerships with suitable up-and-coming firms. In May, the chain also inked an agreement with Spotify – seeing listeners rewarded with free goodies and Baristas composing new playlists through the app.
In the words of Adam Brotman, Starbucks chief digital officer, it is another “win/win”.