US-based coffee chain Starbucks has announced the launch of Starbucks Odyssey, a new experience that will provide the opportunity for Starbucks Rewards members and partners (employees) in the US to earn and buy digital collectable stamps.

These assets will offer access to new benefits and coffee experiences.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

The new Starbucks Odyssey experience is powered by Web3 technology.

Depending on their number of stamps, Starbucks members and partners will be able to access virtual espresso martini-making classes, as well as merchandise and artist collaborations.

Members and staff will also be able to access invitations to exclusive events at Starbucks Reserve Roasteries or trips to Costa Rica’s Starbucks Hacienda Alsacia coffee farm.

With this initiative, Starbucks has become one of the first companies in the industry to integrate NFTs with a loyalty programme at scale.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The new programme will also allow the company to engage with its members and partners in a new way.

Starbucks executive vice-president and chief marketing officer Brady Brewer said: “Starbucks has always served as the Third Place, a place between home and work where you feel the warmth of connection over coffee, community and belonging.

“The Starbucks Odyssey experience will extend the Third Place connection to the digital world. For the first time, we are connecting our Starbucks Rewards loyalty programme members not just to Starbucks, but to each other.”

The company added that each of its digital collectable stamps will have a value depending upon its rarity. With ownership secured on a blockchain, the stamps can be purchased or sold among members within the marketplace.

Earlier this month, Starbucks named Laxman Narasimhan as its next CEO.

In another development, Starbucks has announced plans to reach nearly 9,000 stores in China by 2025, Reuters reported.

The move will increase Starbucks’ store count in the country by 56%.