I don’t know what this message from Starbucks means

I just received the above message from Starbucks. I’m guessing it’s their loyalty scheme. It’s a little too late. I used to use their app, but I haven’t for over five years now, so I deleted it. I even abandoned the 95p credit on my account.

The “Hey Kevin,” opening I can live with. But is this an improved scheme, or a worse scheme? Is it stars/points that get me to visit a coffee shop? What is the Gold level? What’s the benefit of it? Are the coffee and the coffee shop not appealing enough to get people to visit?

I suspect the changes are part of Starbucks’ strategy to revitalise its customer experience and address declining sales. I presume the coffee is still the same, so it won’t work with me.

Brian Niccol, CEO of Starbucks, is trying to improve the company’s fortunes. Fair enough, that’s his job. Then I read Starbucks are reducing their menu by 30% (items not price reductions). All laudable, but how about talking to prospects, customers and lapsed customers in a way they might understand?

Kevin Harrington

I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

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