Starbucks has made a major tweak to its Rewards program, and some loyal fans are already expressing mixed opinions about it. Starting next year on June 24, 2025, the company will no longer offer the 25-star bonus for using personal, reusable cups. Customers get double the stars on every order when they use their own cup. Although Starbucks describes the move as more inclusive and rewarding, many loyal members regard it negatively.
From 25-Star Bonus to Double-Star Orders
If a Starbucks Rewards member orders with a personal cup, they get 25 extra stars. It became simpler for members to collect the 100-star points required to get a free coffee, tea, pastry, or item from the menu. This reached more people by encouraging them to cut down on single-use cups, a key part of Starbucks’ environmental program for years.
But instead, the policy rewards a customer with double stars when they bring their own personal cup. This means that what was previously 25 stars (34 in total) is now just 18 stars. Those who order just a single drink get fewer free rewards as a result of this change.
The updated rewards program gives double stars for the entire order when food, merchandise, or more drinks are ordered along with your coffee. Even so, if customers purchase one coffee and bring their own cup, most of the time, they will collect points at a more casual rate now.
Customer Backlash: “You’re Giving Less and Charging More”
If nothing else, the reaction on social media to the announcement has been swift and, with few major exceptions, not positive. Starbucks Rewards members also used platforms like X (formerly Twitter) to vent about their disappointment. Sorry, Starbucks, I won’t be using my personal cup anymore. 25 pts was a good enough incentive to always have one with me. One customer wrote. Double order stars are no. ’” One said, ‘losing my business. Another said, ‘My livelihood.’ Another, ‘my family.’” A charging more money and giving less. ‘A sad business model for longtime customers.’”
But others lambasted the timing of the change, which comes amid bigger worries that the credit card issuer is rewarding customers less while raising rates and cutting perks. Starbucks has also removed 30% of its menu, ended certain promotional discounts and modified its app ordering limits and this has pissed off a vocal chunk of its customer base.
CEO Brian Niccol’s Vision and Strategic Shift
All of these updates are due to the leadership of CEO Brian Nicco, who took the reins of the business in late 2024 and has since been on cost-saving and streamlining efforts. In a bid to operationalize and make more productive both store operations and customer engagement, it is noted that Niccol has focused on efficiency and ‘innovative simplicity’. But some of those changes, such as banning free restrooms for visitors who haven’t bought something and tightening up barista dress codes, have drawn the ire of both customers and staff.
But when asked about how the move would affect the program’s star players, Niccol defended the shift in the Rewards program on a recent earnings call by saying double star benefits provide “more overall value to our diversified customer base.” Starbucks’ adjustment aligns with its long-term sustainability goals, and it simplifies its loyalty system, he said. Starbucks still gives 1010-centt discount on any drink as long as it is offered in a reusable cup, excluding you from your loyalty points member or not.
Looking Ahead: Sustainability vs. Loyalty
Even the new policy has an appearance of greater balance on paper, but Starbucks has the very real problem of satisfying its environmental and operational priorities while keeping the goodwill of customers. The company insists that rewarding customers for total order value, rather than a single drink bonus, encourages more responsible purchasing and better aligns with its environmental mission.
