Starbucks Overhauls Rewards Program Amid Union Campaigns and Rival Challenges
ByAinvest
Friday, Feb 6, 2026 1:38 am ET1min read
SBUX--
Starbucks is revamping its North American rewards program, returning to a three-tier structure with personalized perks. The overhaul comes as union organizers urge customers to delete the Starbucks app and boycott digital ordering tied to rewards. Competitors like Dutch Bros are introducing new drink offerings targeting Starbucks' core products. The rewards relaunch is a key tool for customer retention and will be important for assessing the company's competitive position.
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