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Starbucks is changing one of the most generous perks of its loyalty program

  • Starting June 24, 2025, Starbucks will discontinue awarding 25 bonus stars for using a personal reusable cup and will instead grant double stars on the total purchase.
  • CEO Brian Niccol initiated this change to boost profits amid previous cuts to discounts and menu items while repositioning Starbucks as a premium brand.
  • The 25-star bonus, introduced in 2022, allowed quick star accumulation, but the new system benefits customers with larger orders including food and multiple drinks.
  • For example, a $4 drink in a reusable cup currently earns over 30 stars, but after June 24, that number will drop by about half, though the $0.10 cup discount remains.
  • The change reflects ongoing efforts by Niccol amid weaker earnings, including menu cuts and new policies, suggesting continued shifts to improve profitability and reduce employee strain.
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Starbucks is changing one of the most

Starbucks is changing one of its most generous parts of its loyalty program, marking the latest effort by CEO Brian Niccol to boost profits.

·Atlanta, United States
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retailwire.com broke the news in on Thursday, May 29, 2025.
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