Starbucks Stock (NASDAQ:SBUX) Gains as New Rewards Program Takes Hold

Coffee giant Starbucks SBUX +0.32% ▲ had plans to change over its rewards program, and these plans were met with concern as the trade-offs of simplification versus value took hold. But the plans are now reality, reports note. A hefty dose of immediate rewards came with those plans as well. So far, investors are giving the changes the benefit of the doubt. Starbucks shares ticked up fractionally in Tuesday afternoon’s trading.

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The Starbucks loyalty plan is now broken up into three categories, grouped by how many Stars users picked up in 2025. You may be part of the Green tier, the Gold tier, or the Reserve tier, which is the highest. Some rewards will be available to everybody, including “Free Mod Mondays” and a set of new secret menu drinks.

One big change is the 60-Star reward tier. Getting 60 Stars, and spending them, will allow an immediate $2 discount on any purchase. This is designed to improve customers’ disposition after the 50-Star reward got removed in 2023. The biggest change, though, is in the number of ways Stars can be earned. Joining in promotions like “Double Star Days” or uploading gift cards to the app will all offer direct benefits in Star form.

Accessibility Issues

Anyone who has spent time in a wheelchair—whether permanently or temporarily—knows that getting around can be a challenge. And businesses are working to help improve accessibility for the disabled in general, not just those in wheelchairs. Starbucks is part of The Access Coalition, a group designed to offer up advice to other stores to improve accessibility.

The Coalition recently released a 76-page informational document that offers tips on how to improve accessibility. A checklist of points that help businesses exceed federally-required standards is also included.

Is Starbucks Stock a Good Buy?

Turning to Wall Street, analysts have a Moderate Buy consensus rating on SBUX stock based on 14 Buys, 10 Holds, and two Sells assigned in the past three months, as indicated by the graphic below. After a 0.19% rally in its share price over the past year, the average SBUX price target of $100.68 per share implies 0.67% upside potential.

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