The coffee giant is also taking a page from Delta’s playbook, as the airline already has a number of partnerships allowing members to accrue SkyMiles without flying, including for Lyft rides, Instacart purchases and Airbnb stays. Partnerships like these help Starbucks “increase awareness and drive growth,” as well as attract new members, the chain said in the release. Plus, members typically spend more money on each purchase compared to non-members. Starbucks has more than 27 million US members and Delta has around 100 million global members (the airline doesn’t break out numbers for the US).Įxpanding Starbucks Rewards is a goal for the company because it gives the chain access to customers’ data and ordering habits, which in turn helps the company target members with deals. The brands have two of the country’s most popular loyalty programs.
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