Starbucks' new rewards program has been controversial among some of the chain's biggest fans.
in which members no longer had to reach a certain benchmark to become a"gold" member, eligible to earn rewards. Under the new tiered rewards system, customers can get rewards more quickly, with the option to make minor customizations for free in exchange for 25 stars.
In response to an analyst's question about customers' response to the new rewards program on Thursday, Starbucks' US President Roz Brewer said that the chain wanted to make its rewards program more accessible. Brewer also said that the company has been closely monitoring member calls to call centers. While she acknowledged there have been calls about the new program, she said that as of Thursday, the volume of calls was"well below our forecast."
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