On September 13, Starbucks will launch a Web3 initiative to expand its customer loyalty program. The company intends to integrate NFTs, as well as provide their owners with access to exclusive content and other privileges, writes TechCrunch.
Starbucks announced similar plans in May 2022. At the time, management explained that the non-fungible tokens would broaden the perception of the coffee shop chain as a “third place” — the space between home and work. Management did not provide details of the initiative.
“The NFT integration will introduce new ways to engage customers emotionally and offer a wider range of rewards within Starbucks Rewards,” — said CEO Howard Schultz during a conference with analysts.
The top manager emphasized the importance of serving the consumers of the buzzer generation.
Currently, customers can redeem Stars loyalty points for in-store or app purchases.
The company appointed Adam Brotman, the architect of the ordering and smartphone payment system, as well as Starbucks applications, as a special project consultant. In the third fiscal quarter drive throughshipping and mobile orders accounted for 72% of US revenue.
Recall that in October 2021, the Chinese branch of McDonald’s released an NFT collection in honor of the 31st anniversary.
In September 2021, Burger King launched the Keep It Real Meals NFT campaign featuring music artists Nelly, Anitta and LILHUDDY.
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