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Starbucks is revamping its loyalty program, and one of the new twists is to ensure that reward stars never expire.
The revamped program will launch on March 10 with three free membership levels: Green, Gold and Reserve. Members in the lowest Green level can prevent their Rewards Stars from expiring due to monthly activities (monthly reward redemptions, purchases, or Starbucks Card reloads). Stars at Gold level (500 Stars earned within 12 months) or Reserve level (2,500 Stars) do not expire.
The coffee house chain announced its new Starbucks Rewards program at its Investor Day event in New York on Thursday, January 29th.
“Starting March 10, our reimagined program will reinvigorate what it means to be a Starbucks Rewards member,” Treci Lieberman, Starbucks Global Chief Brand Officer, said during the event.
Starbucks adds free Mod Monday for Rewards members
“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 their birthday rewards to have a longer expiration date,” Lieberman told USA TODAY. “So we addressed this issue by extending expiration dates for Gold and Reserve customers and eliminating points expiration, and for Green customers, allowing them to keep their points for as long as they are valid every six months.”
Additionally, the way reward stars are earned will also change. Currently, Starbucks Rewards members earn Stars based on their payment type, with the most Stars earned when paying with a Starbucks Card. The new program allows members to earn Stars based on their purchases, but also rewards them for reloading their Starbucks Card.
Another new perk is Free Mod Mondays, where customers can receive free drink modifications on Mondays throughout the month, such as adding cold foam or protein, “to take your drink to the next level and encourage exploration,” Lieberman said.
Three levels of the new Starbucks Rewards loyalty program
The new Starbucks Rewards program launches on March 10th. You can participate in the free loyalty program on the Starbucks website and the Starbucks mobile app.
Current members will receive an email regarding the changes on Thursday, January 29th. A subsequent email will let you know which membership level you qualify for and keep you updated in the app. Lieberman said each tier “helps you earn income at a different level.”
New tier memberships and benefits include:
- Green membership level: You can get a free drink or food on your birthday, and on one selected Monday each month, you can receive a free drink change on a free Mod Monday. You earn one Reward Star for every dollar you spend, but you can earn stars faster by reloading your Starbucks Card. Reloads of $30 earn you 10 stars, and reloads of $50 or more earn you 25 stars. Reward Stars are valid for six months, but you can extend your Stars by one month by completing eligible activities each month, such as redeeming rewards, making purchases, or reloading your Starbucks Card. Green Level members also get personalized benefits, games like Starbucks for Life, early access to select drinks and food, and even earn 2 stars when they bring their own personal cup.
- Gold membership level (500 stars or more): In addition to all the benefits of Green Tier members, Gold members have a 7-day grace period to redeem free birthday benefits and their Reward Stars never expire. Members at this level earn 1.2 stars for every $1 spent, or 12 stars for every $10 spent. Gold members receive at least four additional Double Star Days each year. During these designated days, members will earn 2x Stars on all purchases.
- Reserve membership level (2,500 stars and above): Members at this level have a 30-day window to redeem free birthday benefits and at least six Double Star Days per year. Reserve members have access to exclusive products and carefully selected events, including all-expense paid trips to coffee-rich destinations like Tokyo, Milan, and Costa Rica. Members at this level earn 1.7 stars for every $1 spent, or 17 stars for every $10 spent, and also earn all Green and Gold benefits. Reserve members also get a physical card.
Starbucks aims to create a ‘more attractive’ rewards program
Starbucks is looking to maintain momentum with its loyalty program, which reached a record 35.5 million customers in the three months ending Dec. 28, 2025, the company announced during its quarterly earnings release on Jan. 28.
According to the company, both fee-based and non-compensated transactions increased for the first time in about four years. “Our top-line results demonstrate that our plan to return to Starbucks is working and that our turnaround is taking hold,” CEO Brian Nicol said on January 28.
Lieberman said Starbucks Rewards members now visit stores on average more than four times a week, 19 times a month and more than 200 times a year. Perks purchases generated nearly 60% of U.S. companies’ revenue in fiscal year 2025, with total spending exceeding $13 billion, he said.
Lieberman said the current compensation program is strong but has a “one-size-fits-all approach.” “We saw a huge opportunity to make the experience more personal and engaging.”
Starbucks also hopes to attract more non-members through advertising. The company recently launched an integration with “Beast Games,” a competition show on Amazon’s Prime Video streaming service hosted by internet personality MrBeast, which includes a new limited-time Cannonball drink. The brand also plans to air commercials during the upcoming Grammy Awards and Winter Olympics.
The goal, Lieberman said, is to “remind our broader audience that Starbucks is the best place to be, while also…building a more personalized and relevant relationship with our rewards community so they know how much they’re valued by the programs we’re creating.”
Mike Snyder is a national trends news reporter for USA TODAY. You can follow him on Threads, Bluesky, and X, and email him at: mike snyder & @mikegsnider.bsky.social & @mikesnider & msnider@usatoday.com.
