Starbucks is reimagining what loyalty looks like with a refreshed Starbucks Rewards program designed to make every visit feel more personal and rewarding, announced Tressie Lieberman, global chief brand officer at Starbucks, during Investor Day. The updated program launches March 10 and builds on the unmatched scale and connection members already have with the brand. 

“Our reimagined program … will reinvigorate what it means to be a Starbucks Rewards member,” said Lieberman. 

This last quarter, the program reached an all-time high of over 35 million 90-day active members. Rewards members drove nearly 60% of US company-operated revenue in fiscal year 2025, equating to more than $13 billion in spend. 

“However, the real superpower of this program is the brand love — they are our most loyal customers,” she said. 

Listening to member feedback revealed an opportunity to move beyond what Lieberman described as a “one-size-fits-some” approach. “We saw an opportunity to make the experience more personal and engaging,” she said. “We also saw the opportunity to drive spend and frequency through tailored benefits and focus discount dollars on what members value the most.” 

The refreshed program introduces three membership levels — Green, Gold and Reserve — designed to evolve with members as their engagement grows. Members will earn Stars faster based on spend rather than the current structure tied to payment type. 

Green members receive favorites like the Birthday Reward and personalized offers, plus a new monthly free beverage modification, and can keep Stars from expiring with monthly activity. Gold members get all Green benefits and earn Stars 20% faster, plus they never expire. Reserve members will get everything from Green and Gold, plus unlock exclusive merchandise and experiences and earn Stars 50% faster than Gold. 

Read more about changes to Starbucks Rewards here.