Which is it, Starbucks?!
“We focused our marketing too narrowly on Starbucks rewards members.”
Starbucks rewards members get a free cup of coffee on Super Bowl Monday.
“We need to broaden our marketing beyond our Starbucks rewards customers.”

Is new Starbucks CEO Brian Niccol reducing the focus on Starbucks rewards?
Is his team listening to his direction?
Who’s in charge? And where is this ship headed?

⚠️ This brand needs to do better, but needs to be careful doing better at the expense of its best customers. With 40% revenue coverage, the Starbucks rewards program is arguably the benchmark for all others to aim for. ⚠️