Starbucks expands its loyalty program to Web3

Starbucks today revealed Starbucks Odyssey, a new experience powered by Web3 technology that will offer Starbucks Rewards members and Starbucks partners (employees) in the United States the chance to gain and purchase digital collectible assets that will unlock access to new benefits and mesmerizing coffee experiences. Starbucks is one of the first companies to merge non-fungible tokens (NFTs) with an industry-leading loyalty program at scale while creating a digital community that will enable new ways for Starbucks to engage with its members and its partners. Starting Sept. 12, customers and partners can join the waitlist for a chance to be among the first to receive access to the Starbucks Odyssey experience, which will launch later this year.

“Starbucks has always served as the Third Place, a place between home and work where you feel the warmth of connection over coffee, community, and belonging. The Starbucks Odyssey experience will extend the Third Place connection to the digital world,” said Brady Brewer, Starbucks executive vice president, and chief marketing officer. “For the first time, we are connecting our Starbucks Rewards loyalty program members not just to Starbucks, but to each other.”

Members can earn NFTs by playing interactive coffee-themed games or taking on fun challenges on Starbucks Odyssey, which will be launched later this year. Users can also purchase the NFTs on the built-in marketplace without the need to connect their wallets or use any crypto.

All stamps will feature iconic Starbucks artwork co-created with Starbucks partners and outside artists. A portion of the proceeds from selling limited-edition stamps will be donated to support the creators' causes. The NFTs themselves are minted on a proof-of-stake blockchain created by Polygon. Regarding the development Brady Brewer, vice president and chief marketing office of Starbucks, said:

“We are entering the Web3 space differently than any other brand while deepening our members' connection to Starbucks. Our vision is to create a place where our digital community can come together over coffee, engage in immersive experiences, and celebrate the heritage and future of Starbucks.”