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Shake-up to the Starbucks Rewards program for customers using their own cups is the latest change from CEO Brian Nicole.
The coffee chain eliminates a 25-star bonus for reward program members who bring personal cups for orders, and instead gives double stars to the entire order, a Starbucks spokesperson confirmed to Today.com.
The change will begin on June 24th and may lessen star awards for royalty members to order drinks using personal reusable cups.
The 25-star bonus allowed me to use my cup to quickly reach the 100 stars you need for free coffee, cookies, tea, popcorn and other items, or piled up enough stars to get free premium items like salads and sandwiches.
Future changes mean that members will use their cups to add food and other items to their orders. This is because the new policy applies to the entire order, not just one cup.
Also, loyalty members use their cups and order a drink via the Starbucks card on the app, which means they will earn fewer stars than the current system.
One unchanged aspect is that customers who bring personal cups, whether they are reward members or not, receive an automatic 10-cent discount.
Some reward members have expressed disappointment at the change.
“Sorry, Starbucks, I don’t use my personal cup anymore. 25 points was enough incentive to always have. Double Order Star isn’t.
“Why takeaway? Now remove 25 stars to bring mugs. Lose my business. Buy less. Charge more money and sad business model for fewer customers,” wrote X.
“To reduce the profits of reusable cups, you’ll be doubling just the stars you ordered from 25 bonus stars (my regular 9-star drink).
The move is the latest in a series of changes made at the Coffee Giants since Nicole became CEO in September 2024.
In October 2024, the company announced that it would reduce its frequent discounts and promotions and no longer charge non-aviation milk.
Several changes have been announced, including the end of Starbucks’ Open Door Policy.
Niccol also announced in a revenue call that the company will trim 30% of its menu.
Starbucks has also announced that it will offer free refills to customers staying in the restaurant and avoid drinking drinks. The company took home the seasoning bar so customers could refill their own sweeteners, milking and other additions into their drinks.
In February, Starbucks revived a policy that requires baristas to scribble personal messages in Togo Cups for customers, eliciting mixed responses from employees. The company also reduced the maximum number of items customers can order from 15 to 12 on the app.
Another change to Starbucks barista came in April when the coffee chain announced it would revamp its dress code for its employees.
This story first appeared on Today.com. More from today:
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