News Releases According to an article published by Investor Place titled Starbucks Corporation: Customers Irate over Starbucks Rewards, SBUX Stocks still Wins, Starbucks has now changed the way their the customers receive awards for their loyalty to Starbucks. Starbucks is now rewarding their customers based on how much they spend versus in the past on the frequency of their purchases, but customers will now receive two stars for every dollar they spend compared to when customers were rewarded with one star for every transaction. In the old rewards system customers needed 30 stars to get to the Gold level and 12 for a free reward, but now it’ll take 300 stars to get to the Gold level and 125 stars for a free reward. This change in Starbucks rewards is predicted not to hurt Starbucks stock, but to help it. Even though many of the customers have been enraged with this change it has made Starbucks Rewards fair for everyone. Stated in the article someone could be getting their free reward for $27 and another customer who orders something more expensive could be getting their free reward for $63. This new …show more content…
Starbucks has added two new drinks to their menu; The smoked butterscotch latte and the Teavana Citrus Green tea latte, both of these drinks either come as Frappuccino’s, hot, or iced. They have also added two new sandwiches to their menu a spicy chorizo, Monterey jack, and egg breakfast sandwich, and also Ancho-chipotle chicken Panini. Even though these are just four new items added the huge Starbucks menu; they all have pushed up Starbucks sales and growth. Starbucks shares have been up 23.3% for the past 12-months, but they have been down 6% for the year-to-date percent. Starbucks is trying to find ways to innovate food and drinks on their menu and let their company still