Starbucks is remaining tight-lipped about whether controversial changes to its US loyalty scheme – which have seen customers take to social media in their droves to complain – will be rolled out to the UK market.
At the moment, all customers earn one star for every transaction. In the new US scheme, being launched in April, members will earn two stars for every $1 spent.
And instead of getting a reward every 12 stars, members will get a reward every 125 stars. When gold members earn 125 stars, they will earn a reward which they can redeem for anything on the menu.
The coffee chain claims the changes are the “number 1 request from members”, but they have sparked fury among customers who say they are being forced to buy food and other things they do not want.
Twitter comments include: “I may not be a mathematician, but I know when I’m being screwed. Thanks, but no thanks,” and “As someone who normally gets plain ‘ol coffee, your new rewards program is screwing me over.”
When asked whether changes will be introduced to the UK, Starbucks press office released a statement, which read: “We’re always working on exciting ways to reward our loyal customers and listening to feedback to ensure we continue to surprise and delight My Starbucks Rewards members. We have no further updates to My Starbucks Rewards in the UK to share at this time.”
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