My Starbucks Rewards® Extended to Lyft Drivers, Awarded Immediate Gold Level Status Drivers and Riders to Be Rewarded, Incentivized with Stars
SEATTLE, July 22, 2015 –Starbucks Coffee Company (Nasdaq: SBUX) and Lyft, one of the nation’s leading transportation network companies, today announced a new, multi-year deal that will increase value for current customers, attract new customers, reward Lyft drivers and explore a transportation benefit for Starbucks partners (employees). All Lyft drivers will have the option of becoming My Starbucks Rewards® (MSR) loyalty program gold level members, and both Lyft drivers and riders will have the opportunity to earn MSR loyalty Stars redeemable for food and beverages at participating Starbucks® stores. The alliance builds on what is fast becoming the retail sector’s robust digital loyalty ecosystem enabling both Starbucks and Lyft to engage with partners, Lyft drivers and both companies' customers in new and meaningful ways.
“With Lyft’s presence in 65 cities across the U.S., where we also have Starbucks serving the same communities, we knew this collaboration would benefit our partners, Lyft’s drivers as well as our mutual customers who are already coming to Starbucks and using Lyft services,” said Adam Brotman, chief digital officer, Starbucks. “This is a great win win. Our digital loyalty ecosystem can help strengthen Lyft’s ability to attract and retain customers, while at the same time accelerating the incrementality of redemption of rewards.”
Additionally, Lyft drivers will be able to receive Starbucks eGifts cards from customers using the Lyft app and looking to thank their driver in a more personal way.
Reliable transportation to and from work can be an obstacle for some Starbucks partners where public transportation doesn’t match their work schedules. Later this year, Starbucks and Lyft will explore the possibility of bringing a convenient and cost effective transportation benefit to Starbucks partners in one test market to understand partners’ interest and determine its long-term viability.
Furthering its vision to provide the most robust digital ecosystem of any retailer in the world, Starbucks continues to find new ways and platforms to engage and stay connected with its customers. Lyft is one of several new partnerships enabling My Starbucks Rewards® loyalty members the chance to earn Stars through both Starbucks® and non-Starbucks® purchases.
In addition to the new collaboration with Lyft, Starbucks recently announced deals with Spotify and The New York Times, introducing this new opportunity for Starbucks loyalty program members to earn Stars through purchases made with other companies. Customers will then have the ability to redeem those earned Stars for food and beverages at participating Starbucks® stores.
About My Starbucks Rewards™
Since 1971, Starbucks Coffee Company has been committed to bringing a unique Starbucks Experience to every customer. First introduced in 2009, the My Starbucks Rewards™ program provides loyal customers with appreciated benefits such as the opportunity to earn Stars for paying with a registered Starbucks Card at Starbucks stores or through the Starbucks mobile app. Today’s 10 million My Starbucks Rewards loyalty members can then redeem those Stars for food and beverages at participating Starbucks® stores.
The My Starbucks Rewards™ program is expanding to bring Starbucks digital technologies and loyalty to scale and to further differentiate the company from other retailers. Starbucks is now offering a broader mobile, digital and loyalty platform that will extend to purchases and experiences outside of the four walls of the Starbucks store. A new relationship with Spotify first introduced access for My Starbucks Rewards customers to earn Stars through purchases made at others businesses beyond Starbucks, an opportunity now extended to include The New York Times and Lyft. Through unrivaled convenience and access to a growing digital ecosystem of popular customer experiences, Starbucks is creating a unique loyalty ecosystem through extraordinary relationships with other complementary businesses. Learn more by visiting the Starbucks Newsroom: www.news.starbucks.com.
Lyft is a mobile app that seamlessly connects passengers in need of a ride with nearby drivers. Simply download the app for iPhone or Android, then request a ride with the tap of a button. A friendly driver will pick you up at your location within minutes. All payment is handled through the app using your saved credit card. Safety is a top priority for Lyft, and we've implemented strict safety criteria to protect the community. Lyft launched in June 2012 and is now in more than 65 cities across the country.