Starting in April, Starbucks says we'll all be earning more reward stars! Sounds great, especially if you still feel that pat on the head that your kindergarten teacher gave you when you earned a star for sitting still. Except now we'll be earning stars based on how much we spend instead of getting one star per purchase.
What's wrong with that?
It will take 125 stars to earn a reward. You'll earn two stars for every dollar you spend. That means you'll need to spend $62.50 to get a gratis Grande. Currently, for example, you only need to buy 12 tall coffees to get a reward. That only sets you back $24.
I wouldn't be steamed about this if Starbucks was in financial straits but the giant roaster's stock value rocketed 48% last year and shows no signs of slowing down. On top of that, those reward cards are already way more profitable for Starbucks than convenient for us. We GIVE the company our money to hold so we can hopefully remember to use it down the line; Millions of dollars, I'm guessing, the little mermaid earns interest on before she sells you a single Latte.
So yeah, it takes cojones (something I never pictured on a mermaid) to make your patrons spend nearly two and a half times as much to be "rewarded" for being good customers AND publicizing it as good news, "More Stars!"