On September 12th, the largest coffee chain Starbucks announced the launch of its new web3 initiative dubbed Starbucks Odyssey. The new experience pairs the Starbucks Rewards loyalty program with unmatched NFT perks accessible for both Rewards members and the company's US-based staff. According to the press release posted on the Starbucks Stories website, Starbucks Odyssey will allow users to earn, collect, and buy digital collectibles that unlock access to new perks and immersive coffee experiences.
To develop the project, Starbucks turned to Adam Brotman, the architect of its Mobile Order & Pay system and the Starbucks app, to serve as a special advisor.
The brand-new initiative allows Starbucks into the cohort of those few breakthrough businesses who integrate NFTs with an industry-leading loyalty program, alongside creating a web3 community that offers new bountiful ways to engage with the company's partners and fans.
“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 program members not just to Starbucks, but to each other,” Brady Brewer, Starbucks executive vice president, and chief marketing officer said.
The current Starbucks Rewards model is based on earning 'stars', which allow participants to receive free drinks and other benefits in exchange. The Odyssey will be based on the initial highly-successful model. According to Brewer, the integration of Starbucks Rewards into the Starbucks Odyssey will greatly leverage web3, allowing the community members to access foundational digital, physical, and experiential benefits. The industry-leading Starbucks Rewards' continuation, in the face of Odyssey, can be accessed using their Starbucks Rewards login credentials. The project is being built with sustainability and green technology in mind, utilizing the proof-of-stake blockchain driven by the Polygon network.
Once you log in, you deepen into Starbucks Odyssey by taking up the so-called ‘journeys,’ a bunch of activities, including interactive games or challenges aimed at deepening the users' knowledge of coffee and Starbucks. By the completion of a journey, every user will be rewarded with a 'journey stamp' NFT.
Moreover, the Starbucks Odyssey participants will be able to buy ‘limited-edition stamps’ exclusively via the built-in NFT marketplace app. With users' needs in mind, the stamps will be available for purchase using a regular credit or debit card, with no need for a crypto wallet.
All stamp NFTs will be fully tradable and will boast different rarity tiers. The collectors of stamp NFTs will be rewarded with points, which, in turn, will unlock access to never-before-seen benefits and a variety of experiences. The unique holder-only boons will include virtual espresso martini-making class, and alike, unique merch and artist collaborations, VIP access to community-focused events at Starbucks Reserve Roasteries, or even trips to Starbucks Hacienda Alsacia coffee farm in Costa Rica.
The stamps will feature the iconic Starbucks designs created by both Starbucks creative heads and outside artists to deliver beautiful digital artworks to the Odyssey members and partners.
Moreover, a portion of the proceeds from NFT sales will fund the causes that matter to Starbucks partners and Starbucks Rewards members.
While the Starbucks Odyssey is scheduled to launch later this year, the waitlisting started on September 12th.