“Starbucks is known for their successful loyalty program and has done a lot of promotional activities to push the program last year. Loyal gold card customers are familiar with the loyalty program; how every purchase gets you a star, and how 12 stars gets you a free drink. However, Starbucks has confirmed to CTV News that there will be changes to this program in Canada, these changes that will decrease the number of freebies. People will now need 125 stars to get a free item and stars will be earned on every dollar spent. This will affect those who spend less than $5 the most, which are the coffee drinkers.
Will this drastically decrease brand loyalty? I personally think not. For many, Starbucks is a brand of status; people drink Starbucks coffee for the cup. Furthermore, specialty drinks costs more than $5 anyways! What are your thoughts?”