Digiday | Marty Swant | Dec 9, 2022

When it comes to digital innovation, Starbucks has been a pioneer on a number of fronts. Some say its new Web3 loyalty program will be a litmus test far beyond the world of coffee.

• On Thursday, the coffee giant announced the beta launch of Starbucks Odyssey, the company’s first major attempt at integrating blockchain tech into its existing rewards program. Starting with a small group of U.S. members and employees, Starbucks will invite participants into “journeys” that allow them to collect NFTs and points that unlock new benefits and experiences.
  • Starbucks is also partnering with Nifty Gateway, a popular NFT marketplace.
• Marketers and industry observers say they are watching the rollout of the program as it could be a bellwether for how much consumers are willing to care about branded NFTs.
• Sample Rewards:
  • Activities will include taking a virtual tour of a coffee farm, learning about Starbucks history; and
  • Playing interactive games
  • Virtual espresso martini-making classes
  • Access to merchandise and artist collaborations; and
  • Invites to events at Starbucks stores and coffee farms

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Israel Mirsky, Partner at the innovation firm House of Attention:

The Starbucks Odyssey launch is a litmus test for Web3’s readiness to help a major QSR brand take customer engagement to the next level, as much as it is a test of the brand’s ability to build compelling experiences on top of that foundation.

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