If you’ve been proudly bringing your own reusable cup to Starbucks for a quick reward boost, your routine is about to change. Loyal customers who do so are currently being rewarded with an easy 25 stars, inching them closer to free drinks or food with every sustainable sip. However, that familiar bonus is about to disappear, leaving many wondering if their coffee habit is about to become a little more expensive—and a lot less rewarding.
Starbucks Ends 25-Star Bonus for Reusable Cup Users
Starbucks is making a major change to one of its most generous loyalty perks, as part of CEO Brian Niccol’s ongoing efforts to boost profitability. Starting June 24, customers who bring a personal reusable cup will no longer receive the flat 25-star bonus per visit. Instead, they’ll earn double stars on the entire purchase—an update that may result in fewer rewards, particularly for those with smaller orders, the company confirmed.
Introduced in 2022, the 25-star bonus became a favorite among eco-conscious customers who used it to quickly rack up points toward free drinks, snacks, or premium items that require anywhere from 100 to 400 stars. Its removal marks yet another move by Niccol to scale back deals and reposition Starbucks as a premium brand, while also reducing operational strain on employees. Earlier changes included trimming app-based promotions and loyalty discounts.
Under the new system, smaller purchases—such as a $4 iced coffee in a reusable cup—will yield significantly fewer stars than before, even when paid through a Starbucks Card on the app. What once earned more than 30 stars could now drop to around half that amount. On the other hand, customers making larger orders—like a drink, sandwich, and snack—stand to gain more through the double-star structure. Starbucks also confirmed it will continue offering the $0.10 discount for customers using personal cups.
What Starbucks’ CEO Is Changing to Reclaim the Chain’s Premium Status
Brian Niccol assumed the role of Chairman and Chief Executive Officer of Starbucks on September 9, 2024, succeeding Laxman Narasimhan. Since taking the helm, Niccol has spearheaded several strategic initiatives aimed at boosting Starbucks’ profit margins and revitalizing its brand.
One of the cornerstone efforts under Niccol’s leadership is a significant menu overhaul centered around a “fewer, better” philosophy. This approach has led to cutting approximately 30% of the menu offerings to simplify operations, reduce complexity for baristas, and focus more on core, popular items. Alongside trimming the menu, Starbucks is exploring new food options, including the introduction of an afternoon menu featuring sparkling beverages, sippable coffee drinks, and snackable bites to attract customers during off-peak hours.
To improve operational efficiency and enhance the customer experience, Starbucks has introduced a policy restricting restroom access to paying customers, aiming to manage facility use better. The company is also refining its mobile ordering system by addressing issues such as mismatched order preparation and customer pickup times, while exploring features that allow customers to select their preferred pickup times. Staffing levels are being optimized to ensure adequate coverage during both peak and off-peak periods, which is expected to improve service speed and reduce employee turnover.
Starbucks is also investing in store design and atmosphere to create more comfortable and welcoming environments. This includes redesigning layouts to expand seating, add power outlets, and better separate cafe areas from mobile order pick-up zones. Niccol’s team has brought back self-serve condiment bars and ceramic mugs to encourage in-house sipping and reinforce the premium café experience. Additionally, technology plays a key role in improving efficiency, with pilot programs implementing algorithms to properly sequence mobile orders and reduce congestion and wait times.
Employee-focused initiatives have also been part of Niccol’s strategy. While some changes, such as updates to staff uniforms, have been met with mixed reactions, efforts to improve staff support and training, along with increasing working hours at select cafes, show a commitment to enhancing the workplace environment.
In a move aimed at appealing to customers who prefer plant-based options and enhancing value perception, Starbucks has eliminated charges for dairy alternative milks, making these options more accessible and reinforcing its image as a customer-friendly and inclusive brand.
Together, these changes highlight Niccol’s comprehensive plan to strengthen Starbucks’ position as a premium brand while addressing operational challenges and customer expectations.
Source: CNN