Starbucks’ NFT-Backed Experiential Loyalty Programme

Odyssey will allow both existing Starbucks Rewards members and the company’s employees to earn and buy NFTs, which will unlock access to exclusive experiences. These range from the everyday – like a virtual espresso martini masterclass (a nod to the ‘insperiences’ popularised by the pandemic), to the ultra-exclusive – such as trips to its Hacienda Alsacia farm in Costa Rica.

After logging in via the coffee chain’s app (using their existing Starbucks Rewards profiles), Odyssey members will be able to engage in missions or ‘journeys’ – using the jargon of crypto-enthusiasts who view their collecting of NFTs as a shared pilgrimage. These include playing an interactive game designed to expand their coffee knowledge, and – more pertinent for commercial returns – trying three items on the in-store espresso menu. Once completed, they collect ‘journey stamps’ (NFTs) and see their membership points increase, unlocking access to the rewards.

In keeping with Starbucks’ sustainability strategy, the programme is hosted on the eco-friendly Polygon blockchain.

There will also be a collection of limited-edition NFTs available to purchase on the platform (a separate crypto wallet isn’t required). Each NFT will include a point value, based on its rarity. They can be bought or sold among members within the app, with ownership secured on Polygon.