Starbucks reported that nearly 25 million of its customers visit at least once per quarter and now account for over half of all U.S. store transactions
“Noteworthy is that in Q4, 51% of U.S. tender for company-operated stores was generated by this loyal customer base. We continue to nurture and deepen our direct personalized digital relationship with members with enhancements to [our] Stars for Everyone program,” he emphasized.
As Starbucks scales past $30 billion in annual revenue, Brady Brewer, Starbucks chief marketing officer, points to digital loyalty for growth. He explained, “Stars for Everyone makes it easier to join and purchase, including a pay-as-you-go option. [By] lowering those barriers to entry, reaching [new] people and then ensuring that the incentives and the services make the experience personalized and effortless — that's how we're growing the program.
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