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Starbucks Sets Sights on 40 Million Rewards Members

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Quarantine life, unemployment surges, and remote work stripped mobility out of the restaurant equation for many customers. Arguably, this COVID-19 reality flashed sharpest at brands that court habitual business—namely early dayparts, like breakfast and solo coffee trips.

Click here to read the story at qsrmagazine.com.

Discussion Questions:

  1. What is brand loyalty?
  2. What is a rewards program?
  3. How might a rewards program impact levels of brand loyalty?
  4. What are some characteristics that might be consistent among all successful rewards programs?
  5. What is consumer behavior?
  6. Why is it important for brands to study and understand consumer behavior?
  7. Based on information from this story, how did the pandemic influence the behavior of Starbucks’ customers?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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