Starbucks Starbucks Rewards UK Brand Summary Brand Summary April 2019 Starbucks revamped their reward scheme Website: Starbucks.co.uk Founded: 1971 to no longer base rewards on customer visits, but rather on customer spending. This involved using a HQ: Amsterdam, Europe Industry: Coffee tier system in which every 150 stars customers could redeem a free drink. Size: 10000+ Employees Company: Public (SBUX) Upon sign up customers are green tier with 450 stars Revenue: $10+ billion (USD) and require 150 stars to redeem a drink to reach gold tier. Customers collect 3 stars for every £1 spent, the stars are valid for 2 years and can be redeem instantly or redeemed later (Starbucks, 2019). Loyalty Scheme Aim - ''With Starbucks Rewards, members can get more Stars for what they buy, no matter how often they visit, meaning free drinks fast.'' Mission - Our mission to inspire and nurture the human spirit, one person, one cup, and one neighbourhood at a time. Value - Brand transparency, Affective brand experience, Company appointed coffee buyers (Latin America, Africa & Asia), premium coffee. Socially, Ethically & Environmentally responsible coffee. Benefits - Birthday Reward, Free refills on hot or iced brewed coffee or tea. exclusive member offers by email and in app. Balance protection for your Starbucks Card if it is lost or stolen. Rewards starting at 25 stars, Double Star Days choose days where you can earn twice as many Stars. Competitor - Similarly to Costa coffee; a direct competitor to Starbucks, Starbucks are an indirect competitor due to the McDonalds McCafe product range. Communication Channels - Mobile, Web, Social Media, Spotify & Email Starbucks use of digital platforms to build and connect a Starbucks community, is accomplished through platforms such as Instagram, YouTube and The Starbucks app. Starbucks use campaigns such as 'Starbuck Stories' launched in early 2019, to convey the brand’s social impact, also seen on instagram @starbucks.stories. Platforms - Apple & Android Consumer Experience, Innovation & Limitations October 2021, Starbucks rewards nearly hit 25 million members and Starbucks Rewards now roughly represents 53% of the in-store spend (PYMNTS, 2022). A further 48% of consumers use the app for purchases and orders, boasting a larger percentage than competitors such as McDonalds (Panko, 2018). On the innovation front Starbucks initiated its first location that utilises a cashier-less approach powered by Amazon Go (Hilary Russ, Reuters report, 2021). Though there are limitations within the Starbucks app it currently does not cohesively attach to the brands other social channels, limiting the social nature of the consumer experience on the app. 2022 MMR Competitor Analysis 04