Starbucks announced a reimagined Starbucks Rewards loyalty program that will launch on March 10, introducing a new three-tier structure—Green, Gold and Reserve—to deliver greater value, personalization and engagement for members. The updated program is designed to strengthen customer connection and drive growth across Starbucks’ U.S. loyalty base of 35.5 million active members.

Under the new structure, members earn Stars faster as their engagement increases, unlocking enhanced benefits at each level. Green members receive personalized offers, birthday rewards and new perks such as Free Mod Mondays, while Gold members gain Stars that never expire, higher earning rates and additional Double Star Days. The new top-tier Reserve level targets the most loyal customers, offering premium experiences such as exclusive merchandise, curated events and travel experiences, alongside the highest Star-earning rates.

Starbucks is also introducing a new 60-Star redemption option that allows members to take $2 off any purchase, responding to demand for quicker access to rewards. Existing Stars will remain valid, and members’ initial tier placement will be based on Stars earned during 2025.

Source: Business Wire