Almost exactly a year ago, I blogged that I didn’t think Starbucks’ then-new Gold loyalty program offered enough in the way of benefits beyond the basic rewards card.
As I pointed out at the time, while a $25 annual fee got you the Gold card and a 10% discount on everything, I didn’t think the great mass of users would find those price savings worth the pretty hefty up-front fee. Even those who know they’ll spend that much on Starbucks coffee in a month or two, I thought, would balk at laying down $25 and then amortizing it at 10% a double-shot.
Well, paint me blue and call me Karnak, because 12 months later, Starbucks has come around to my way of thinking. Beginning Dec. 26, the java joint has rolled its two reward schemes into one no-fee program.
Now if I can just persuade other holdouts to heed my advice, from the new management of the Cubs to the folks who invent flavors for Ben & Jerry’s, this would be a much better world.
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