Starbucks raises spending requirements for loyalty rewards

In the United Kingdom, Starbucks has recently announced changes to its loyalty program, which will take effect on September 3, 2026. Customers will now need to spend £60 on drinks and £35 on pastries or cakes to earn the same number of points as before, marking a 20% increase in the amount required to receive free items. This adjustment comes as a response to the rapid accumulation of points by members, attributed to rising purchase values. The company claims that these changes are necessary to ensure the long-term viability and value of the rewards program for its members.

The decision has sparked significant backlash from customers, many of whom have expressed their dissatisfaction on social media. Critics have labeled the move as 'disgusting' and questioned how it improves the rewards scheme. Some loyal customers are even considering switching to rival coffee chains like Caffe Nero or Costa due to the perceived devaluation of the Starbucks loyalty program. This sentiment reflects a broader trend in the coffee industry, where several chains have made similar adjustments to their loyalty initiatives in recent years.

Starbucks has defended its decision by stating that the changes will help maintain the program's value for members over time. The company reassured customers that there would be no alterations to how stars are earned, existing star balances, or Gold Member qualifications. Furthermore, Starbucks has committed to continuing investments in the rewards program to enhance member benefits in the future.

This shift in the loyalty program is part of a larger pattern observed among high street coffee chains, which have been adjusting their loyalty offerings in response to changing market conditions and customer expectations. For instance, Pret A Manger has undergone several changes to its subscription model, while Leon has completely scrapped its Roast Rewards program. As the coffee market evolves, companies are grappling with how to balance customer satisfaction with profitability, leading to these contentious changes in loyalty schemes.