Why Starbucks is Overhauling its Loyalty Rewards Program

Starbucks has one of the most successful loyalty programs in the world of retail and restaurants, with over 11 million active members. But the coffee chain is overhauling its “Starbucks Rewards” program in part to fix a problem that's bedeviled it for years: slow service at the cash register. Under the current program, Starbucks awards members one star per visit regardless of how much is purchased on a given transaction. But as of April, members will get two stars per dollar spent, irrespective of the number of transactions, granting members what Starbucks said was their biggest complaint with the program.