Starbucks will relaunch its Starbucks Rewards loyalty program on March 10, creating a three-tiered structure — Green, Gold and Reserve — with each level offering faster points-earning opportunities and enhanced rewards for the program’s 35.5 million members. Additionally, the coffee giant’s bullish growth outlook includes plans to build approximately 400 net-new coffeehouses in the U.S. in FY 2028, which ends in early 2029.
Evolving from the loyalty program’s current structure, where earning Stars loyalty points is tied exclusively to payment type, the new program enables members to accelerate Star-earning as their activity grows. In response to member feedback about Star expiration, Green-level members will be able to keep their Stars from expiring with monthly activity, while Gold and Reserve members’ Stars will never expire.
“Starbucks Rewards has always been about creating connection, and we’re evolving the program based on what our members told us matters most, offering faster, more meaningful benefits that make them feel appreciated,” said Tressie Lieberman, Global Chief Brand Officer at Starbucks in a statement.
Progress in ‘Back to Starbucks’ Initiative
Starbucks executives are feeling confident about the retailer’s future, buoyed by Q1 results showing a 4% increase in comparable store sales and a 5.5% increase in net revenues for the period ending Dec. 28, 2025, climbing from $9.4 billion to $9.9 billion.
Advertisement
“Starbucks is back,” said Brian Niccol, Chairman and CEO of the company in a statement. “Customers are responding to our commitment to world-class service, compelling menu innovation and marketing that truly resonates. We know there’s more work ahead, but we’re confident in our plan and see significant opportunity in the U.S. and around the world.”
At its recent 2026 investors’ day conference, Starbucks executives discussed the retailer’s progress:
- Green Apron Service, Starbucks’ operating standard introduced in July 2025, has rolled out to all North American company-operated coffeehouses and is driving improved service times, higher throughput and stronger customer satisfaction;
- Coffeehouse “uplifts” designed to restore comfort and community are proceeding, with Starbucks expecting to add more than 25,000 café seats by the end of FY 2026 in early 2027;
- Use of Smart Queue technology to intelligently sequence café, mobile, drive-thru and delivery orders, is helping ensure timely service across all channels;
- Leveraging AI to support partners, including supply chain and scheduling tools; and
- Next-generation espresso equipment like the proprietary Mastrena 3, designed to unlock additional growth.
China Market Key to International Growth
Starbucks’ growth forecast beyond FY 2028 is expansive, with the retailer identifying 5,000 new coffeehouse opportunities across the U.S. alone. Starbucks also sees the possibility of doubling its international store footprint over time, approaching 40,000 non-U.S. locations, driven by opening 15,000 to 20,000 new coffeehouses in China. Starbucks has entered into a joint venture in China with Boyu Capital, shifting the market to a licensed model while retaining a 40% stake in its China business.
“The role of our international business is very clear,” said Brady Brewer, CEO-Starbucks International in a statement. “We are an asset-light growth driver for Starbucks that increases Starbucks margins.”
These growth plans are all the more remarkable given the headwinds Starbucks has been fighting. In February 2025 Starbucks said it would cut 1,100 support jobs and “several hundred” unfilled positions, and in September 2025, Starbucks announced plans to shrink its North American store count by 1%.
