Why Everyone’s Talking About Starbucks’ New Tiered Loyalty Program

In 2025, Starbucks reported that its Rewards program drove nearly 60% of total U.S. company-operated revenue, with approximately 35.5 million active U.S. members now part of the loyalty ecosystem. That massive base isn’t just buying lattes; they are forming habits, boosting frequency, and influencing Starbucks’ strategy moving into 2026.

And now, Starbucks has officially brought back a tiered loyalty system, starting March 10, 2026, that rewards customers not just for being members, but for how engaged and loyal they truly are. In this comprehensive guide, we will understand Starbucks ’ new tiered loyalty program. 

What Is a Tiered Loyalty Program and Why Does It Matter

Let’s first have a look at the concept of a tiered loyalty program and how it is advantageous before we dive into the details of Starbucks’ recently launched loyalty program as part of their Starbucks Rewards Program.

A tier-based loyalty program classifies members based on their level of engagement or the number of purchases made. As a customer moves up in tier, they have greater and/or more exclusive benefits, thus incentivizing them to continue to engage with the brand day after day.

This program is different from a true point-based system because in a true point-based system, everyone receives exactly the same benefits whether they are loyal or not. The difference is that with a tiered loyalty program, members can increase their rewards because they are based on progressive, aspirational, and deeply personalized, which meets customer retention, lifetime value, and brand attachment.

Starbucks Announces Return to Tiered Loyalty; Let’s See What’s Changing

The Starbucks Rewards Program is being re-branded as of March 10, 2026, and the new rewards program will consist of three tier levels: Green, Gold, and Reserve. This change represents a movement away from the flat rewards structure to a model that takes into account engagement, frequency, and loyalty as shown through direct customer feedback.

Here’s how the program now works:

Starbucks Loyalty Tiers Explained

1) Green Tier → Welcome, Everyday Rewarders

Everyone begins here when they join Starbucks Rewards.

How you qualify:
0 – 499 Stars earned in a 12-month period.

Benefits:

• Earn 1 Star per $1 spent on eligible purchases.
• Free Birthday Reward (a drink or food item).
• Personalized offers and early access to select products.
• Free Mod Mondays: one free beverage customization per month.
• Stars are valid for 6 months (can be extended by monthly activity).
  

Tip: Green is perfect if you visit Starbucks occasionally but want perks when you do.

2) Gold Tier → Earn Rewards Faster

Once you hit 500 Stars in 12 months, you’re promoted to Gold.

Benefits (including all Green perks):

• Stars never expire.
• 1.2 Stars per $1 spent (faster earning).
• 7-day window to redeem your Birthday Reward.
• At least 4 extra Double Star Days per year.

Tip: Gold is where the rewards start to feel significant, especially if you visit Starbucks weekly.

3) Reserve Tier → Premium Perks for Superfans

Home to Starbucks’ most loyal customers. Earn 2,500 Stars in 12 months to reach this tier.

Exclusive Benefits:

• All Gold perks.
• 1.7 Stars per $1 spent (fastest earn rate).
• 30-day Birthday Reward redemption window.
• At least 6 more Double Star Days annually.
• Exclusive merchandise, curated events, and trips to destinations like Tokyo, Costa Rica, or Milan. 
• Personalized Reserve physical card.

Tip: Reserve is designed for the true Starbucks devotee. As a Reserve member, you will get premium experiences, unique access, and great value.

How Members Progress Through Starbucks Loyalty Tiers

One of the biggest changes in Starbucks’ reimagined loyalty program is how flexible and seamless tier progression has become. Members can progress to a higher level at any time as they earn Stars; there’s no fixed upgrade cycle or waiting period.

As customers continue making purchases, engaging with the Starbucks app, or earning Stars through qualifying activities, their tier status updates automatically. The more frequently members visit and spend, the faster they move from Green to Gold, and eventually to Reserve. Each upgrade unlocks richer benefits, faster Star earning, and more exclusive rewards, making loyalty feel immediate, rewarding, and truly personalized.

How to Earn Stars & Move Up Tiers

Starbucks made earning Stars more flexible in the new program:

Core Earning Actions

• Earn Stars on every eligible purchase, whether you pay with the app, card, or in-store.
• Digital reload bonus: 10 Stars for $30+ reload, 25 Stars for $50+ reloads.
• Earn more Stars faster as you climb tiers.

How to Redeem Stars in 2026

Once you have earned Stars, here are some of the popular ways to redeem them:

• Free beverage customizations (like syrups or cold foam).
• Food items or handcrafted drinks.
• New options include $2 off any purchase for 60 Stars (depending on the redemption menu).
• Birthday treats or special seasonal items.

Note: Gold and Reserve members don’t have to worry about Star expiration, so you can redeem when it’s most convenient.

What This Means for Starbucks & You in 2026

Let’s explore the intent and possible results behind this reimagined loyalty program.

1. More Engagement = More Value

Starbucks’ loyalty program already drives around 60% of its U.S. revenue, and this tiered system is designed to deepen member engagement and encourage frequency.

2. Loyalty Won’t Be One-Size-Fits-All

Members will now feel rewarded for engagement, not just membership, which aligns Starbucks with best practices in loyalty (more personalization, tiered value, and aspirational experiences).

3. A Model for Other Brands

Starbucks’ tiered approach, especially in a non-travel, high-frequency segment like coffee, is relatively rare and could set the tone for more experiential loyalty programs across industries.

Your Coffee Can Take You Further

By linking their Starbucks Rewards account with select brand loyalty programs such as Delta SkyMiles® and Marriott Bonvoy®, members can unleash added benefits and earn rewards across travel and hospitality experiences. 

Summary

The new tiered loyalty system at Starbucks is more than an update; it’s an evolution that not only rewards customers for their purchases but also recognizes them as true fans of the brand. With better benefits, easier earning potential of Stars, and experiences at the Reserve tier, Starbucks is combining emotional and transactional loyalty into one program, thus making its Rewards Program critical to your daily routine.

If you’re someone who drinks coffee infrequently or someone who drinks espresso every day, you should take some time to learn about the new tiered loyalty program because it will reward you more as you engage with the Starbucks brand.