Starbucks Philippines will launch a new mobile app and introduce a multi-tiered rewards system on July 21, allowing customers to redeem loyalty points across a broader range of products.
The revamped Starbucks Rewards programme will let members choose when and how to use their accumulated Stars, replacing the current system that automatically converts every 100 Stars into a reward voucher.
Under the new structure, customers can begin redeeming rewards at 50 Stars.
Members may use 50 Stars for a free drink customisation or selected bakery products, including bagels, doughnuts and banana loaf. 100 Stars can be exchanged for a handcrafted beverage or bakery item, while 150 Stars can be used for pasta, sandwiches or cake slices.
The company said rewards must be redeemed through the new Starbucks PH App before customers place their orders at the counter.
The app, which will be available on Apple’s App Store and Google Play, will include faster sign-in and real-time Star tracking. The existing Starbucks app will be discontinued.
Starbucks said existing members will not need to register again. Account credentials, stored balances and accumulated Stars will automatically transfer to the new platform.
Reward vouchers will remain valid for 90 days from issuance, while unconverted Stars will continue to expire on a member’s account anniversary date if they are not converted within one year.
The updated programme will be rolled out across more than 500 Starbucks stores in over 68 cities nationwide, including outlets in Cebu.
Rustan Coffee Corporation, the local licensee of Starbucks, opened the brand’s first Philippine store in Makati in December 1997. The company has since expanded its presence across major commercial centres and provincial cities.
The broader redemption system reflects the continued use of mobile platforms and loyalty programmes by food and beverage companies to increase customer engagement and repeat purchases.
Cebu Business News
