Starbucks Bets on Status as the New Currency of Loyalty
Feb/11/2026
Starbucks is expanding its brand universe — from a newly filed 'Starbies' trademark spanning merchandise and entertainment to a redesigned loyalty program that borrows the logic of airline tiers—signaling a broader rethink of how restaurants build attachment. The shift moves beyond transactional points toward recognition, access and identity, applying status mechanics to a category defined by far higher frequency than air travel. With visits potentially occurring multiple times a day, Starbucks sees greater scope to embed perks at moments of peak intent, from checkout surprises to priority handling and exclusive drops. Industrywide, collaborations and limited releases are reinforcing this evolution, reframing loyalty as membership rather than discounting. As visit frequency hits natural ceilings, the competitive edge lies not in free items but in differentiated experiences that deepen lifetime value and emotional connection.
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