SBUX · Earnings call · 2026Q3T · Full report

Loyalty Program Growth

STARBUCKS CORP · 2026-10-29 · Importance 34 · Surprise 42

The revamped Starbucks Rewards program has 36 million active users and is meeting or exceeding management’s expectations. Customers are moving from Green to Gold and from Gold to Reserve, with frequency driving the initial progression; management expects personalization to contribute more to ticket over time. Customers have responded positively to the 60-Star redemption for a $2 offer, and the next stage of the program will emphasize additional personalization.

Key facts

• Starbucks expects additional personalization to be the next step in the evolution of its Rewards program.
• 90-day active Starbucks Rewards members reached a record 36 million, growing year over year and sequentially from Q3.
• Starbucks Rewards has Green, Gold, and Reserve tiers, and customers are moving from Green to Gold and Gold to Reserve, primarily driven by frequency.
• Starbucks customers can redeem 60 Stars for a $2 offer.