Global coffee chain Starbucks said its popular Rewards program has been a bright spot for the beleaguered company. The number of active members increased to a whopping 21.8 million within the past 90 days, an impressive 15 percent jump compared to the same period a year ago.
Starbucks said that Rewards members contributed to 50 percent of store sales in the United States in the last quarter of 2020, record highs for the company. Starbucks achieved this feat by regularly offering special point-earning challenges and Double Star Days to encourage members to spend.
Last year, in order to motivate more customers to join the program, the company broadened the payment options for its rewards program to include cash, credit cards and Apple or Google Pay. Previously, members had to load money onto a Starbucks card to earn points. The coffee chain also has a branded credit card linked to its loyalty program.