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Starting March 10, Starbucks Canada is rolling out a tiered system.Brendan McDermid/Reuters
Starbucks Corp. is rolling out a major overhaul to its North American loyalty program, and for many customers, the changes may feel more bitter than bold.
In announcing the update, Tressie Lieberman, the company’s global chief brand officer, said that the shift reflects what “members told us matters most, offering faster, more meaningful benefits that make them feel appreciated.”
It’s hard to know which members delivered that feedback, because anyone who pays attention to their Stars balance can see the program’s new math won’t work in their favour.
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New tiers and perks
Starting March 10, Starbucks Canada is rolling out a tiered system. Everyone begins at Green, while Gold and Reserve statuses require earning 500 and 2,500 Stars within a 12‑month period.
Your 2025 spending will determine which Starbucks Rewards tier you’re automatically placed in at launch.
Green members will still need to claim their birthday treat on their actual birthday, while Gold and Reserve members have seven-day and 30-day windows, respectively.
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In the new tiered program, your earn rate will depend on your status.Chris Helgren/Reuters
Star expiration also changes. Gold and Reserve members will never lose their Stars, but Green members must make at least one purchase every month or their Stars will expire after six months.
Starbucks is also introducing Free Mod Mondays for all tiers, offering one free customization each month. Beyond that, the only meaningful perk is double‑Star days for Gold and Reserve members.
These are all positive changes, and giving your highest-spending customers the best perks always makes sense. But even Starbucks’ most loyal fans are likely to feel let down when they see what’s being taken away.
How to earn Stars
The current system is easy to understand. You earn two Stars per dollar spent when paying with your Starbucks digital card, which you can preload with funds. If you scan your app and pay with a separate card, you earn one Star per dollar.
The new tiered program complicates things. Your earn rate will depend on your status:
- Green: one Star per dollar
- Gold: 1.5 Stars per dollar
- Reserve: 1.7 Stars per dollar
Starbucks is also adding a reload bonus:
- Reload $30 and get 10 extra Stars
- Reload $50 for 25 extra Stars
If you typically reload in $50 increments, your new effective earn rates look like this:
- Green: 1.5 Stars per dollar
- Gold: two Stars per dollar
- Reserve: 2.2 Stars per dollar
With the reload bonuses factored in, Green members will earn less. Starbucks seems to be signalling that this group isn’t a priority, so any frustrated customers are simply collateral.
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Gold and Reserve members break even or come out ahead under the new structure but maintaining that status comes at a price. Gold members would need to spend $250 a year, while Reserve members would have to shell out $1,136.37 to maintain their tier.
Those numbers don’t include promos, targeted offers or Double Star Days. But let’s be honest, all those “incentives” exist to get you to spend more to get less.
Changes to reward tiers
You can still redeem Stars across multiple reward levels. For instance, 25 Stars can be used to customize a drink, such as adding an extra espresso shot, and 200 Stars can be used for a drink or a breakfast item. Starbucks has also introduced a new 60‑Star option that gives you $2 off any purchase.
But here’s the catch: Starbucks is now adding price caps to the 25-, 100-, 200- and 400‑Star tier redemptions. For instance, the 100-Star freebie now has a maximum value of $6. These limits may not affect everyone, but they’re guaranteed to annoy some members who suddenly find their “free” reward comes with exceptions.
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Loyalty test
Devaluations aren’t new. Loyalty programs need to stay profitable, adjust for inflation, and sometimes perks get trimmed. But typically, companies soften the blow with at least a few meaningful improvements. That’s not happening here.
This overhaul is about driving revenue, and Starbucks isn’t exactly subtle about it. In its news release, the company openly states that the new structure is designed to push members toward higher tiers, increasing visit frequency and transaction volume.
And let’s not forget: Starbucks already cut back its rewards just three years ago by raising the Star cost of many redemptions.
While it’s unlikely people will boycott Starbucks over these changes, it might be the nudge some customers need to explore local Canadian coffee shops instead. If they offer a loyalty program too, that’s a win‑win.
Barry Choi is a personal finance and travel expert at moneywehave.com.
