--- title: Starbucks Comeback? Execs Are Betting More Merch Will Make Up for Stingier Rewards description: Starbucks' turnaround plan includes changing its rewards program and launching more limited-edition items like the viral "bearista" cup. authors: - name: Martha C. White role: Writer url: https://money.com/author/martha-c-white/ education: BA, English, Princeton University at_money_since: 2015 articles: 354 covers: - Lifestyle - Banking - Business - Career Advice - Credit - Credit Cards - Debt - Economy and Politics - Education - Federal Reserve Rate Cuts - Health and Wellness - Housing - Identity Theft - Insurance - Investing - Loans - Mortgages - Personal Finance - Professional Services - Retirement - Shopping - Taxes - Technology editors: - name: Julia Glum role: Managing Editor url: https://money.com/author/julia-glum/ bio: Julia Glum joined Money in 2018 and specializes in covering financial trends that affect everyday Americans' wallets. She also writes Dollar Scholar, a weekly newsletter that teaches young adults how to navigate the messy world of money. education: University of Florida at_money_since: 2018 articles: 453 covers: - Lifestyle - Banking - Business - Career Advice - Credit - Credit Cards - Debt - Economy and Politics - Education - Health and Wellness - Housing - Identity Theft - Insurance - Investing - Loans - Mortgages - Personal Finance - Professional Services - Retirement - Shopping - Taxes - Technology also_seen_in: - Newsweek - International Business Times - CBS News - Good Morning America - WUSA9 - Pix 11 - The New York Times - Mashable - The Washington Post - CNBC - Politico social: - https://x.com/superjulia - https://www.linkedin.com/in/julia-glum published: '2026-02-05T18:01:39.000Z' modified: '2026-02-05T18:01:39.000Z' section: Lifestyle tags: - News word_count: 465 canonical: https://money.com/starbucks-rewards-changes-merch/ type: NewsArticle source: structured-blocks --- > **Disclosure:** Money may earn a commission when you click on the products and services below. Opinions are our own, but compensation and in-depth research determine where and how they appear. [Learn more](https://money.com/page/disclaimer/) about how we make money. ![Starbucks store](https://img.money.com/2026/02/News-Starbucks-Turnaround-Plan.jpg) There was a buzz around Starbucks’ investor day last week — and it wasn’t just from all of the caffeinated beverages available for attendees to sample. The coffee giant pointed to its recent quarterly results as proof that the turnaround plan it launched in 2024 is starting to show results. Although Starbucks missed first-quarter earnings estimates, transactions grew for the first time in two years. The company said the increase came both from loyalty members as well as non-members for the first time since 2022. More seasonal and limited-edition products — like [the “bearista” cup](https://www.modernretail.co/operations/at-starbucks-a-bearista-collectible-and-a-record-setting-red-cup-day-drive-foot-traffic-resurgence/) that went viral last holiday season — plus an overhauled customer loyalty program were two key elements of its turnaround. In other words, the brand that launched the [PSL](https://money.com/pumpkin-spice-latte-cost-increase/) (that’s pumpkin spice latte, to the uninitiated) more than two decades ago plans to lean into customers’ sense of urgency around limited-edition and seasonal collectibles. At the event, global chief brand officer Tressie Lieberman said “limited merchandise, nostalgic moments and partnerships” were “critical” to driving repeat business, a focus for the brand after revenue dropped by 3% to $9.1 billion in the final quarter before current CEO Brian Niccol took the helm. Lieberman's remarks suggest that get-’em-before-they’re-gone promotions — and the viral crazes they spark — are going to become more common. ## Starbucks Rewards changes draw backlash Along with seasonal tchotchkes and promotions, company executives touted the “reimagined” Starbucks Rewards program, saying that its three tiers — Green, Gold and Reserve — will deliver better rewards to its more than 35 million active loyalty members in the U.S. when it is implemented next month. Some users begged to differ. On social media, customers criticized changes like caps on the value of free drinks that can be earned with stars and restricting access to a new online storefront for branded merchandise to the Gold and Reserve tiers of its loyalty program. The overhauled reward earnings framework proved to be an even greater flashpoint. Topping the list of complaints: Slower accrual of rewards “stars" for the brand’s most loyal customers. Across multiple platforms, longtime Starbucks customers lamented that the highest baseline earnings level will drop from 2 to 1.7 stars per dollar spent. (And in some cases, those dollars might not go as far as they used to: Starbucks CFO Cathy Smith [said](https://s203.q4cdn.com/326826266/files/doc_events/2026/Jan/Starbucks-Investor-Day-2026-Corrected-Transcript.pdf) the company plans to implement “targeted” price increases.) "I did the math: the new program is a massive baseline devaluation," one Redditor [wrote](https://www.reddit.com/r/starbucks/comments/1qqh0vt/i_did_the_math_the_new_program_is_a_massive/) above a screenshot of a spreadsheet breaking down the math behind the new tiers. For Starbucks loyalists, it's sure to be eye-opening — no caffeine necessary. **April 15, 2026** [See Details](/p/intuit-turbo-tax?ap_referrer=%2Fstarbucks-rewards-changes-merch%2F&pcuid=b6859cab1da0&skip_rechoose_link=1&url=https%3A%2F%2Fwww.kqzyfj.com%2Fclick-101098705-16985108&vertical_alias=tax-preparation&wafid=17703) ![](https://s3.consumersadvocate.org/prd/image/image/29780/medium_e439fd1c-3ee2-41b2-bccf-5dfe3c4d8add.png) Protect your vehicle with affordable Car Insurance. 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