Starbucks has expanded its loyalty programme to allow customers to earn rewards on a wider range of products sold in grocery stores.
The coffee chain has more than tripled the number of products included in its rewards initiative for US customers who will now be able to accumulate ‘Stars’ for items purchased at participating retail outlets. Now fans of the brand can accumulate points when purchasing its K-Cup packs, packaged roast and ground coffee, chilled coffee and other products.
The new change to Starbucks Rewards comes one year after the company overhauled the initiative to give customers ‘Stars’ for money spent, rather than frequency of visits. The move was intended to stop customers from splitting their orders to take advantage of the system by making numerous single transactions during a single visit, leading to a slower turnaround at cash registers.
Customers were widely angered by what was seen as a watering down of the rewards programme, whereby users earned two stars for every $1 spent, with 125 stars needed to get a free food or drink item.
Earlier this year the company looked to be closing in on McDonald’s as the world’s most valuable restaurant chain off the back of increasing its store count and food offerings, however last month it warned that full-year revenue growth would be at the lower end of a previously forecast range amid stalling growth in its US business.