- - Starbucks Rewards program gets a makeover, changes coming in March

Mike Snider, USA TODAYJanuary 29, 2026 at 11:38 PM

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Starbucks is revamping its loyalty program and one of the new twists is that you can keep your rewards stars from expiring.

The revamped program will launch on March 10 with three free membership levels – Green, Gold and Reserve. At the lowest tier, Green level members can keep their rewards stars from expiring with monthly activity (redeeming a reward, making a purchase or reloading a Starbucks Card each month). Stars never expire for those at the Gold level (500 stars earned within a 12-month period) or Reserve level (2,500 stars).

The coffeehouse chain unveiled its new Starbucks Rewards program on Thursday, Jan. 29, at an investor day event in New York.

"Our reimagined program, which launches on March 10, will reinvigorate what it means to be a Starbucks Rewards member," said Tressie Lieberman, Starbucks global chief brand officer, during the event.

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"When we talked to customers about what they wanted from the program, it was simple: They didn't want their points to expire and they wanted a longer expiration date for their birthday reward," Lieberman told USA TODAY. "So we have addressed that, where Gold and Reserve customers get a longer expiration, as well as no points expiration. And for our Green customers, we are enabling points to be kept as long as they're active every six months."

Also changing: how you accrue reward stars. Currently, Starbucks Rewards members earn stars based on payment type, with the most stars rewarded if you pay using a Starbucks Card. This new program will let members accrue stars based on what they purchase, although they will be rewarded for reloading their Starbucks Card, too.

Another new perk: Free Mod Mondays, when on one Monday during the month customers get a free drink modification such as adding cold foam or protein "to help take their drink to the next level and drive that exploration," Lieberman said.

The reimagined Starbucks Rewards loyalty program has three tiers: Green, Gold and Reserve.Three levels in the new Starbucks Rewards loyalty program

The new Starbucks Rewards program launches March 10. You can join the free loyalty program on the Starbucks website and in the Starbucks mobile app.

Current members will get an email on Thursday, Jan. 29, about the changes. Subsequent emails will let them know what membership level they fall in and will get an update in the app. Each tier "helps you earn at a different level," Lieberman said.

Here are the new levels of membership and the perks:

Green Membership level: You get a free beverage or food item on your birthday, and on one select Monday each month you can get a free beverage modification on Free Mod Mondays. You earn one reward star for each dollar spent, but you can earn stars faster by reloading a Starbucks card – earning 10 stars for a reload of $30 and 25 stars for one of $50 or more. Reward stars are valid for six months, but you can extend the life of your stars for a month by completing a monthly qualifying activity such as redeeming a reward, making a purchase or reloading a Starbucks card. Green level members also get personalized offers, games like Starbucks for Life, early access to select beverages and food, and get double stars when they bring in their personal cup.

Gold Membership level (500 or more stars): In addition to all the Green tier member benefits, Gold members get a seven-day window to redeem their free birthday treat and their reward stars do not expire. Members at this level will earn 1.2 stars per dollar spent or 12 stars for every $10 spent. Gold members will get at least four additional Double Star Days each year – during these designated days, members earn double the stars on their entire purchase.

Reserve Membership level (2,500 or more stars): Members at this level get a 30-day window to redeem their free birthday treat and at least six more Double Star Days annually. Reserve members will gain access to exclusive merchandise and curated events, including all-expenses paid trips to coffee-rich destinations such as Tokyo, Milan or Costa Rica. Members at this level earn 1.7 stars per dollar spent or 17 Stars for every $10 spent and also get all the Green and Gold benefits. Reserve members can also get a physical card.

Starbuck seeks to brew a 'more engaging' rewards program

Starbucks is looking to maintain momentum with its loyalty program, which reached a record of 35.5 million customers during the three-month period ending Dec. 28, 2025, the company announced in its Jan. 28 quarterly earnings call.

Rewards and non-rewards transactions both grew for the first time in nearly four years, according to the company. "It is clear from our top line results that our Back to Starbucks plan is working and our turnaround is taking hold," CEO Brian Niccol said on Jan. 28.

Starbucks Rewards members currently visit stores more than four times a week on average, amounting to 19 times a month and more than 200 visits per year, Lieberman said. Rewards purchases generated nearly 60% of U.S. company-operated revenue in fiscal year 2025, totaling more than $13 billion in spending, she said.

Starbucks is revamping its Starbucks Rewards program on March 10, 2026.

The current rewards program is strong, but it has a "one size fits some approach," Lieberman said. "We saw a huge opportunity to make the experience more personal and more engaging."

Starbucks also hopes to bring in more non-members through advertising. The company recently launched an integration with "Beast Games," the competition show on Amazon's Prime Video streaming service hosted by internet personality MrBeast, including a new limited-time Cannon Ball Drink. The brand will also have commercials airing during the upcoming Grammy Awards and the Winter Olympics.

The goal, Lieberman said, is to remind the broader audience that "Starbucks is the best place to be, and at the same time … we're creating a more personalized, relevant relationship with our rewards community, and letting them know how much they're valued by the program that we're creating."

In the new Starbucks Rewards loyalty program, new redemption options include an offer for $2 off any purchase with 60 stars.

Mike Snider is a national trending news reporter for USA TODAY. You can follow him on Threads, Bluesky, X and email him at mikegsnider & @mikegsnider.bsky.social & @mikesnider & [email protected].

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