Starbucks customers react angrily to loyalty scheme changes

 

Starbucks has come under fire from its customers after changing the terms of its loyalty scheme.

The coffee shop chain's existing rewards card has been altered, offering a free drink for every 15 transactions but axing other incentives such as discounts on filter coffees.

Hundreds of customers have flocked to complain, using the chain's Facebook site to make their views known.

But Starbucks says there has been a "positive movement towards the My Rewards scheme" which gives customers a "star" for every transaction. Customers, however, say it is proving to be a PR disaster.

The old rewards scheme gave customers 50p off a refillable filter coffee and offered a free drink when buying a bag of ground coffee.

These have now been scrapped with the other previous offers of free espresso shots, soy, syrups and whipped cream being offered only to those who have amassed 50 Gold stars.

And while existing users are automatically made Gold members, to retain that status in 2013, they must make 50 transactions.

"I have decided to put my Starbucks Card through the shredder and send them in to customer services! That is what I think of their rewards scheme!," wrote customer Imran Khan on Starbuck's Facebook website.

Jonathon Greenhow wrote: "Been a massive fan of Starbucks for years - my friends all know about it and everything - and yet I've never been more disappointed by this change. £1 filter coffee must come back - I end up buying food there! Not any more."

Another, Chris Jeanes, expressed surprise that Starbucks was posting the free drink vouchers to customers. "It surely costs time, effort, paper, ink, postage, environmental impact to generate these vouchers," he said.

Starbucks UK, which has also produced an iPhone app that allows people to pay for their food and drink using their Apple smartphone, told Marketing Week that most of its customers buy lattes and cappucinos and it says the majority of drinkers will gain greater benefits under the new scheme.

A spokeswoman for Starbucks said: “We appreciate that a small number of customers on social media are being very vocal, in our stores we’re seeing a positive movement towards the My Rewards scheme and record traffic on our site for people registering cards and opting in to offers. by far, latte and cappuccino are our best sellers and only a small percentage of sales is filter coffee. The scheme looks at rewarding a lot more people than the previous niche offer.”

Ian Cranna, Starbuck's vice president of marketing for the UK & Ireland, said the number of people using their Starbucks cards has risen over the past few days.

He said it gave the company confidence that it has a programme which rewards the loyalty of all of its customers and he vowed the company would listen to feedback.

In 2009, Starbucks also began to offer free wi-fi to its reward card-holding customers, opening that up to all customers, including non-rewards card holders, last October.

Starbucks raised prices in America by one per cent last week, saying it expected the increased cost of coffee, milk and fuel to eat into its profits.

Arts and Entertainment
TV Review: rSabotage, a major meltdown and, of course, plenty of sauce
News
newsVideo for No campaign was meant to get women voting
News
A photo of Charles Belk being detained by police on Friday 22 August
news
News
i100'Geography can be tough'
PROMOTED VIDEO
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Life and Style
ebooksFrom the lifespan of a slug to the distance to the Sun: answers to 500 questions from readers
Sport
Louis van Gaal looks dejected after Manchester United's 4-0 defeat by MK Dons on Tuesday night
sport
News
Actor, model and now record breaker: Jiff the Pomeranian
Video
News
REX/Eye Candy
science
News
i100
News
Down time: an employee of Google uses the slide to get to the canteen
scienceBosses are inventing surprising ways of making us work harder
Sport
Alexis Sanchez celebrates after scoring his first goal for Arsenal in the Champions League qualifier against Besiktas
sportChilean's first goal for the club secures place in draw for Champions League group stages
Arts and Entertainment
Amis: 'The racial situation in the US is as bad as it’s been since the Civil War'
booksAuthor says he might come back across Atlantic after all
Extras
indybest
Life and Style
Google Doodle celebrates the 200th birthday of Irish writer Sheridan Le Fanu
tech
Arts and Entertainment
Vinyl demand: a factory making the old-style discs
musicManufacturers are struggling to keep up with the resurgence in vinyl
News
i100
News
In Eternal Sunshine of the Spotless Mind Jim Carrey and Kate Winslett medically erase each other from their memories
scienceTechnique successfully used to ‘reverse’ bad memories in rodents could be used on trauma victims
Arts and Entertainment
Singer Pixie Lott will take part in Strictly Come Dancing 2014, the BBC has confirmed
tv
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Front-End Developer (JavaScript, HTML5, CSS3, C#, GUI)

    £55000 - £70000 per annum + Benefits + Bonus: Harrington Starr: Front-End Deve...

    Graduate C# Developer (.NET, WPF, SQL, Agile, C++) - London

    £30000 - £40000 per annum + Benefits + Bonus: Harrington Starr: Graduate C# De...

    Oracle DBA (Database Administrator, 10g, 11g, PL/SQL)

    £45000 - £50000 Per Annum + £5k shift allowance, 12% bonus, benefits: Clearwat...

    Oracle DBA (Database Administrator, 10g, 11g, PL/SQL)

    £45000 - £50000 Per Annum + £5k shift allowance, 12% bonus, benefits: Clearwat...

    Day In a Page

    Israel-Gaza conflict: No victory for Israel despite weeks of death and devastation

    Robert Fisk: No victory for Israel despite weeks of devastation

    Palestinians have won: they are still in Gaza, and Hamas is still there
    Mary Beard writes character reference for Twitter troll who called her a 'slut'

    Unlikely friends: Mary Beard and the troll who called her a ‘filthy old slut’

    The Cambridge University classicist even wrote the student a character reference
    America’s new apartheid: Prosperous white districts are choosing to break away from black cities and go it alone

    America’s new apartheid

    Prosperous white districts are choosing to break away from black cities and go it alone
    Amazon is buying Twitch for £600m - but why do people want to watch others playing Xbox?

    What is the appeal of Twitch?

    Amazon is buying the video-game-themed online streaming site for £600m - but why do people want to watch others playing Xbox?
    Tip-tapping typewriters, ripe pongs and slides in the office: Bosses are inventing surprising ways of making us work harder

    How bosses are making us work harder

    As it is revealed that one newspaper office pumps out the sound of typewriters to increase productivity, Gillian Orr explores the other devices designed to motivate staff
    Manufacturers are struggling to keep up with the resurgence in vinyl records

    Hard pressed: Resurgence in vinyl records

    As the resurgence in vinyl records continues, manufacturers and their outdated machinery are struggling to keep up with the demand
    Tony Jordan: 'I turned down the chance to research Charles Dickens for a TV series nine times ... then I found a kindred spirit'

    A tale of two writers

    Offered the chance to research Charles Dickens for a TV series, Tony Jordan turned it down. Nine times. The man behind EastEnders and Life on Mars didn’t feel right for the job. Finally, he gave in - and found an unexpected kindred spirit
    Could a later start to the school day be the most useful educational reform of all?

    Should pupils get a lie in?

    Doctors want a later start to the school day so that pupils can sleep later. Not because teenagers are lazy, explains Simon Usborne - it's all down to their circadian rhythms
    Prepare for Jewish jokes – as Jewish comedians get their own festival

    Prepare for Jewish jokes...

    ... as Jewish comedians get their own festival
    SJ Watson: 'I still can't quite believe that Before I Go to Sleep started in my head'

    A dream come true for SJ Watson

    Watson was working part time in the NHS when his debut novel, Before I Go to Sleep, became a bestseller. Now it's a Hollywood movie, too. Here he recalls the whirlwind journey from children’s ward to A-list film set
    10 best cycling bags for commuters

    10 best cycling bags for commuters

    Gear up for next week’s National Cycle to Work day with one of these practical backpacks and messenger bags
    Paul Scholes: Three at the back isn’t working yet but given time I’m hopeful Louis van Gaal can rebuild Manchester United

    Paul Scholes column

    Three at the back isn’t working yet but given time I’m hopeful Louis van Gaal can rebuild Manchester United
    Kate Bush, Hammersmith Apollo music review: A preamble, then a coup de théâtre - and suddenly the long wait felt worth it

    Kate Bush shows a voice untroubled by time

    A preamble, then a coup de théâtre - and suddenly the long wait felt worth it
    Robot sheepdog technology could be used to save people from burning buildings

    The science of herding is cracked

    Mathematical model would allow robots to be programmed to control crowds and save people from burning buildings
    Tyrant: Is the world ready for a Middle Eastern 'Dallas'?

    This tyrant doesn’t rule

    It’s billed as a Middle Eastern ‘Dallas’, so why does Fox’s new drama have a white British star?