Location: All Starbucks Locations

Author: My Husband

Several months ago, I received an offer from Starbucks (via email) to become a member of their Starbucks Gold Card pilot program. I was a little surprised, to say the least; while I would consider myself a good Starbucks customer, I certainly didn’t think I was that good. But since I’m not one to look a gift horse in the mouth, I signed up. (As this program was supposedly extended to their ‘best’ customers, I got a little alarmed and went through my records to figure out what I had bought at Starbucks in the last little while. Budget wise, I don’t mind being a ‘good’ customer, but I have no aspirations to be one of their ‘best’ customers…)

The Starbucks Gold Card program was introduced in two test markets – Vancouver and Denver – earlier in the summer. Why these two cities? Well, I don’t know about Denver, but Vancouver is one of Starbuck’s top-tier markets. What makes it so? Well, let me offer up one example: the constant over-the-top line-up of customers at the two store locations on Robson & Thurlow, enough said?

A good 10 weeks after I signed up for the program, the card finally found its way into my hands.

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It looks very much like a Christmas edition Starbucks card, nicely understated with some interesting detailing. I’m relieved it isn’t all blinged up with chrome or gold paint or blinking lights – it’s actually something I wouldn’t hesitate to use.

So what does the Starbucks Gold Card offer? Well, as far as I can tell – you get a free drink for every ten that you buy, a “gift drink” on your birthday, as well as access to discounts on “friends and family” days (see the letter below for Starbuck’s take on the program). In return, Starbucks gets to understand their customers’ buying habits better, and will be able to tailor their products and services to serve specific markets more effectively. I suppose this is one of the pillars for rebuilding the business, given the challenges that Starbucks has been facing lately.

Will the card change my coffee drinking habits? Well, I don’t think I will drink any more than I currently do. And I will certainly continue to patronize Artegiano, JJ Bean, Tim’s and others for variety – but I think that free drink after every 10 will incent me to be a little more loyal to *$ from now on.

Hmmm…all this writing is making me thirsty, now where did I put that card…..

7-Nov-2008 Update:
The Gold pilot program ended on Oct 31. Starbucks has officially rolled out the Starbucks Gold program in the USA. Learn more about it here: Starbucks Gold