Starbucks Rewards Membership Surpasses 7 Million

[Asia Economy Reporter Seungjin Lee] Starbucks Coffee Korea announced on the 9th that the number of Starbucks Rewards members has surpassed 7 million.

Starbucks Rewards is a program that offers various benefits to customers using the Starbucks Card, a prepaid recharge card, and was launched domestically in September 2011.

The 7 million members represent an average of 85 new members joining per hour over the 9 years and 4 months since the service began, which corresponds to 14 members per 100 people based on South Korea's population of approximately 50 million.

The total number of reward stars accumulated by the 7 million members has exceeded 920 million, and benefits such as members-only birthday drink coupons and free drinks provided every 12 stars have reached 85 million servings. By age group, new member sign-ups were highest among those in their 30s at 38%, followed by those under 20 at 25%, and those in their 40s at 26%.

The number of Starbucks Rewards members has continued to grow steadily, with the trend of non-face-to-face consumption since last year leading to an average of over 160 new members per hour in January this year. Since surpassing 1 million members for the first time in May 2014, the period to increase by 1 million members has shortened, with the milestone of 5 million members reached in April 2019 and an average period of 11 months per million members thereafter.

This steady growth trend is analyzed to be due to the exclusive benefits offered only to Starbucks Rewards members, along with increasing interest in Starbucks' continuously introduced digital services and mobile app.

The cumulative number of orders through 'Siren Order,' a non-face-to-face service introduced by Starbucks Korea in 2014, exceeded 180 million by the end of last year. It accounted for 25% of total orders over the past year, and in December last year, Siren Order orders exceeded 50% of all Starbucks Rewards member orders.

Additionally, Starbucks has been continuously integrating various IT services to ensure the safety and convenience of drivers using drive-thru stores.

Introduced globally for the first time at Starbucks in June 2018, 'My DT Pass' is a service that reduces vehicle order waiting times and is evaluated as a service that enhances convenience and satisfaction for both customers and partners. As of December last year, the number of registered 'My DT Pass' customers exceeded 1.5 million, with 4 out of 10 vehicle customers using 'My DT Pass.'

Other benefits exclusive to Starbucks Rewards members include the Eco Bonus Stars, which reward stars when members use personal reusable cups to order made-to-order drinks to participate in environmental protection, and Brunch Your Way, which provides 2 additional stars per set when purchasing a made-to-order drink and corresponding food together before noon.

Jang Seokhyun, Team Leader of Starbucks Data Intelligence Team, said, “Thanks to the great interest and support from our customers, Starbucks Rewards members have exceeded 7 million,” and added, “We will continue to strive to develop convenient and innovative services to enrich our customers’ precious daily lives.”

This content was produced with the assistance of AI translation services.