Starbucks enters the Web3 space

Global coffee chain Starbucks has launched Starbucks Odyssey in beta to the first Starbucks Rewards members and partners (employees) in the US. Starbucks Odyssey is an extension of Starbucks Rewards, powered by Web3 technology, that unlocks access to exciting new benefits and experiences for members.

The experience allows members to participate in a series of entertaining, interactive activities called ‘Journeys’. Once a Journey is complete members will earn collectible ‘Journey Stamps’ (NFTs) and Odyssey Points that will open access to new benefits and immersive coffee experiences that they cannot get anywhere else.

As one of the first companies to integrate Web3 technology and NFTs with a loyalty programme at scale, and grounding the experience in coffee, connection and community, Starbucks is entering the Web3 space differently than any other brand. Starbucks Odyssey is an experience, surrounded by a digital community where members can come together, interact and share their love of coffee. Starbucks is using meaningful elements of Web3 technology to reward members in innovative ways, including ownable digital collectable Stamps (NFTs) that serve as an access pass to the alluring world of coffee and unique experiences with Starbucks.

“Starbucks has a history of harnessing emerging technology to innovate on behalf of our customers and making it easily accessible and approachable for the mainstream,” said Brady Brewer, Starbucks executive vice president and chief marketing officer. “Our innovative spirit and the desire to continuously exceed the expectations of our customers has led to the launch of Starbucks Odyssey.”

“Starbucks Rewards members are some of our most loyal and engaged customers, and Starbucks Odyssey is our next big innovation in loyalty to recognise, surprise and delight them. We are leveraging Web3 technology to reward and connect with our members in new ways, such as offering collectible, ownable digital stamps, a new digital community and opening access to new benefits and immersive coffee experiences – both physically and digitally. The Starbucks Odyssey journey has begun with the beta launch, and we are excited to collaborate with our members and partners, who will help shape the Odyssey experience as we explore together,” said Brewer.