Starbucks has changed their rewards program to “boost participation.” The chief strategy officer apparently could use some math intervention.
From USA Today (emphasis mine):
“Currently, customers with “gold” status have to visit 12 times to earn a free food or drink item. Under the new program, those customers will have to earn 125 stars to get a free reward.
Most customers spend around $5 with each visit, said Matt Ryan, global chief strategy officer. At that rate, a customer would still need to visit about 12.5 times, or spend a little more than $60, before earning a free reward.”
In other words, “most customers” will need to visit more often to get the same reward benefit.