Despite the negative feedback from many customers with the announcement and implementation of the new Starbucks Rewards program, the company remains confident that the change will positively impact the company.
“We are not seeing any of the noise that has been speculated on,” said Matt Ryan, Starbucks' chief strategy officer. According to the company, since the changes to the rewards program went into effect, “early signs are encouraging and… customer spending is up across loyalty program members,” according to the Associated Press.
Despite these positive early signs, Starbucks executives say there might be “noise” and “bumpiness” in future quarters as customers adjust to the change. Starbucks CEO Howard Schultz says, “We're building something so enduring and so unique I think it's going to be one of the most significant changes to the equity of the brand.”
Check out our roundup of the unhealthiest hot drinks at Starbucks.