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Starbucks Corp tightens rewards program rules: ‘The more you spend, the more you get back’

Under Starbucks' current rewards program, customers earn redeemable points for every purchase. The new program will award points for every dollar spent.

LOS ANGELES – Starbucks Corp on Monday announced changes to the loyalty program that will mean some customers will need to spend more money in the coffee chain to earn free drinks and food.

Why Ottawa-based cafe Bridgehead doesn’t see Starbucks like a threat

Wayne Cuddington, Ottawa Citizen/Postmedia News files

Securing a “bridgehead” in war means to conquer ground within an enemy’s territory. Bridgehead Inc., a small Ottawa-based coffee shop business, continues to capture ground of its own in a competitive local caf environment.

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Under Starbucks’ current rewards program, customers earn redeemable points for every purchase. The new program will award points for each dollar spent, a big change that is sure to spark complaints from customers who’re accustomed to accumulating points with frequent purchases of drip coffee along with other lower-cost items in the Seattle-based chain.

The widely anticipated change to the Starbucks Rewards program in the United States, Canada and Puerto Rico may come as airlines and other companies have been tweaking their rewards programs to ensure they are generally less-generous to consumers.

Starbucks customers now earn one “star” per purchase and may redeem 12 stars for any free food and drink item. From mid-April, customers will get two stars for every $1 spent but need 125 stars to get a free item.

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