Starbucks SA launches its feature-packed Rewards programme

Starbucks SA launches its feature-packed Rewards programme

Starbucks launched its much-anticipated loyalty reward programme at a function in Johannesburg in February.

Joining the growing South African digital landscape, Starbucks Rewards will allow customers to not only redeem rewards for their purchases but also conveniently pay at stores through the Starbucks mobile app.

Carlo Gonzaga, CEO of Starbucks licensed partner in South Africa, Taste Holdings

“This is a significant milestone for us as we launch this much-awaited loyalty programme in South Africa. Starbucks Rewards is a great way to thank our valued customers and at the same time, enhance the in-store experience and deliver value through an innovative digital solution, says CEO of Starbucks licensed partner in South Africa, Taste Holdings, Carlo Gonzaga.

Starbucks Rewards consists of two levels, Green and Gold, with each tier offering value-added benefits to customers. Customers start on the Green level and earn one star for every R2 spent; when customers have earned 250 stars, they unlock rewards such as free hand-crafted beverages and food. Members also enjoy exclusive offers such as early access to seasonal beverages. To get to the Gold level, customers need to earn 750 stars when they can access even more benefits, like free coffee on your birthday, free refills on freshly brewed coffee and tea, as well as invitations to member-only events. Customers can join the programme by registering directly on the app or through a Starbucks card available from stores.

The Starbucks mobile app offers more than a loyalty programme – it is a complete cashless payment solution that allows customers to pay for their purchases using an innovative ‘shake and pay’ feature. “Alternative payment methods to cash are on the rise, and there’s not much that’s more convenient than simply shaking to pay. A further benefit is never having to worry about carrying around your wallet or purse, as you pay directly from the app. Convenience and ease of use is paramount and we are confident that our app will deliver for our customers,” says Gonzaga.

The Starbucks mobile app is available for iOS and Android devices.
Key features:

Earn Stars: earn one Star for every R2 spent in Starbucks, when paying with a registered Starbucks account.
Starbucks Card: conveniently pay using the digital card with ‘Shake to Pay’ feature. A complete ecosystem that allows customers to top up from their credit card, selectively auto-reload, track rewards, view balances and account history.
Store locator: find and navigate to your closest Starbucks store including the trading hours, product offering and amenities offered, and even hail a cab directly from within the app.
eGifting: the perfect way to say Happy birthday or Congratulations. Send a voucher directly from your app and receive notifications once your gift has been delivered. The Starbucks gift card can be spent on anything at Starbucks stores.


Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality Arabica coffee. Today, with stores around the globe, the company is the premier roaster and retailer of speciality coffee in the world.

Taste Holdings is a South African-based management group and a leading licensor of global brands in the Southern Africa region. It owns and licenses a portfolio of franchised and owned, category specialists, Quick Service Restaurants (QSR) and retail brands currently represented in five countries in Southern Africa. Its food division has a 30-year master license agreement for Domino’s Pizza in Southern Africa. It also owns, operates, and franchises Zebro’s Chicken, The Fish & Chip Co. and Maxi’s Restaurants.

Its luxury goods division is underpinned by three owned retail brands – NWJ, Arthur Kaplan and World’s Finest Watches. NWJ is the third largest national jewellery chain by store numbers in the region. Arthur Kaplan and World’s Finest Watches are, together, the leading retailers of luxury Swiss watch brands in the region.

Taste is listed on the Johannesburg Stock Exchange (JSE) under the symbol “TAS”.

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