Starbucks Slips to 81st in Market Rankings Amid Loyalty Program Overhaul

On May 29, 2025, Starbucks (SBUX) experienced a decline of 2.27%, marking its second consecutive day of losses, with a total decrease of 3.40% over the past two days. The trading volume for the day was 8.70 billion, placing it 81st in the overall market rankings.

Starbucks has announced significant changes to its loyalty program, aiming to enhance profitability under the leadership of CEO Brian Niccol. One of the key adjustments involves altering the reward system for customers who bring their own cups. Instead of earning 25 Bonus Stars per order, customers will now receive "double Stars" for the entire order, which could impact customer behavior and loyalty.

In addition to changes in the loyalty program, Starbucks has also made adjustments to its menu, reintroducing popular items that were previously removed. This move is part of the company's strategy to address short-term issues and maintain customer satisfaction. The Starbucks Rewards loyalty program continues to be a significant factor in customer retention, as it offers convenience through order-ahead and pickup systems, encouraging repeat visits.