The Ratings Game: New Starbucks rewards program could turn off core customers, says analyst

Starbucks Corp.’s new rewards program might help the company improve its margins, but Bernstein analyst Sara Senatore said it looks like a lukewarm deal for customers.

“We think this is moving in the wrong direction,” she wrote of the imminent changes to Starbucks Rewards, which will allow consumers to redeem fewer stars for small things like shots and premium milks but require a higher star threshold for “handcrafted” drinks as well as breakfast and lunch items. The current system allows “gold” members to use a flat number of stars for any item.

See more: Starbucks revamps its rewards program to turn occasional customers into loyal ones

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