Starbuck has got its over-caffeinated clientele in a stir after the chain changed its rewards program.
On Monday, the coffee company announced that they addressed the “no. 1 request we heard from members”-- rewarding on dollars spent, not number of visits. But it didn't take long for the changes to anger another batch of customers—the ones who go in to get just a regular cup of coffee.
Starting April, instead of gaining a star per purchase regardless of price, you'll gain 2 stars for every dollar spent. It'll also take 125 stars to accrue a free treat, versus the current 12 — that's nearly a $40 difference.
Starbucks' move follows that of the airline and hotel industry who have been switching from miles-based loyalty schemes to dollar-based ones. But the move has sparked fury with customers who say they're being forced to buy food and other things they don't want.
— Roya Massih (@southofcloud9) February 23, 2016
— Mike Kirk (@captainkirk52) February 23, 2016
#StarbucksRewards why you do me like this? I liked my grande Pikes. I'm going to Peet's now. Kthxbye
— sosimon (@sosimon) February 23, 2016
— Myiisha Guerrero (@_MiiMie_) February 23, 2016