Brands
Tata Starbucks brews up Rewards revamp with new Reserve membership tier
Members earn Stars faster, unlock new perks and access exclusive experiences.
MUMBAI: Every sip now comes with a little extra sparkle. Tata Starbucks is sweetening the loyalty game with a refreshed Rewards programme that offers faster earnings, easier redemptions and a new premium membership tier for its most loyal coffee drinkers. The coffee chain has revamped its Starbucks Rewards programme, introducing a new Reserve tier alongside enhancements to its existing Green and Gold membership levels as it looks to deepen customer engagement through more personalised experiences and richer loyalty benefits.
Under the revised programme, members will earn one Star for every Rs 10 spent. Gold members will receive 1.2 times the standard earning rate, while the newly launched Reserve members will earn 1.3 times the standard rate, accelerating the path to rewards.
The company has also lowered redemption thresholds, allowing members to redeem benefits sooner while expanding the range of exclusive experiences available across membership tiers.
Customers can unlock the Gold tier by earning 1,000 Stars within a year of joining the programme. The newly introduced Reserve tier requires 5,000 Stars, with members receiving a personalised membership card alongside premium privileges.
Beyond faster rewards, the updated programme introduces personalised offers, birthday and milestone rewards, Double Stars Days, complimentary drink customisations every Monday, exclusive merchandise, curated coffee experiences and invitations to members-only events.
The overhaul reflects Tata Starbucks’ broader strategy of strengthening customer loyalty at a time when experiential retail and personalised engagement are becoming increasingly important differentiators in India’s competitive café market.
Tata Starbucks chief operating officer Adrit Mishra said the redesigned programme is aimed at creating more meaningful and personalised experiences while making rewards easier to earn and redeem. He added that the refreshed structure has been designed to deliver greater value to customers at every stage of their loyalty journey, whether they are new members or among the brand’s most frequent visitors.
