Starbucks streamlines popular loyalty programme with Grab

Starbucks and Grab have tied up to provide Southeast Asian users with an integrated loyalty programme. Moving forward, customers are able to earn Starbucks Rewards benefits on purchases through Grab, have more ways to order and pay in stores, and enjoy last-mile delivery fulfilment through Grab’s delivery network. The partnership covers Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines. 

At the same time, Starbucks will be integrating Starbucks Rewards with the Grab platform for customers to enjoy more ways to earn rewards. According to Grab, Starbucks Rewards members will be able to link their accounts with GrabRewards to earn both Stars and GrabRewards points for every order made through GrabFood. In the future, customers will also have the option to sign up for a Starbucks Rewards membership via the Grab app and redeem free beverages, birthday treats, and exclusive offers. This new feature will be introduced to the Philippines in the second of half 2022, with plans to expand to additional Southeast Asia markets by 2024. 

MARKETING-INTERACTIVE has reached out to Grab for additional information regarding the partnership. 

Aside from an integrated loyalty programme, the partnership also aims to deliver seamless customer experiences across Southeast Asia. Firstly, customers will be given the option to pay for orders via the GrabPay e-wallets in-store and in-app, giving them more ways to earn GrabRewards as well as Starbucks Rewards Stars. Secondly, customers are able to skip the line and order food or beverages directly from GrabFood’s self-pick-up feature. Next, would be an instant delivery option via Grab Express. With this option, customers are able to receive Starbucks food and beverages faster than before. Lastly, customers can now purchase and send pre-loaded Starbucks gift cards to friends and family via the Grab app in the participating countries. 

Building on Grab and Starbucks' shared commitment to creating a positive impact, the partnership will also help provide food assistance to communities in need across Southeast Asia, while reducing food waste, through the expansion of Starbucks FoodShare food donation programme. This donation programme will kick off in the Philippines this month, starting with 40 stores in the Metro Manila area. Now with the regional partnership in place, participating Starbucks outlets would be able to connect with Grab drivers to pick up food donations from and deliver them to local non-profit organisations such as the Philippine Food Bank Foundation. At the same time, Starbucks is aiming to expand the reach of the programme to more communities in the Philippines, as well as additional markets throughout Southeast Asia. 

“Consumers like the convenience of food delivery but they also enjoy meeting up with friends in Starbucks over a cup of coffee. We believe the online ordering and in-store dining experience will become more connected, as brands in Southeast Asia look for ways to bridge these channels,” said Saad Ahmed, managing director, commercial at Grab.

FoodShare started in 2016 after employees of Starbucks advocated for a programme that would allow stores to donate unsold food and distribute it to people facing hunger in communities across the United States. FoodShare is now available at 100% of US and Canada company-owned stores.

Since entering the Southeast Asia region over 25 years ago, Starbucks has expanded to more than 1,800 stores across the Philippines, Thailand, Singapore, Malaysia, Indonesia, and Vietnam with more than 19,000 partners.

Meanwhile, Starbucks is also undergoing a leadership change, with former CEO Howard Schultz stepping in as interim CEO and rejoining the board of directors after Kevin Johnson recently announced plans to retire next month. Johnson will transition from his current role on 4 April 2022, and will continue to serve as a Starbucks partner and special consultant to the company and board of directors through September.

"On behalf of the entire board, I want to express our sincerest thanks to Johnson for his leadership of Starbucks. Johnson and the entire executive team stepped up to the challenge of the pandemic and navigated one of the most difficult periods in modern history. ," said Mellody Hobson, independent Starbucks board of directors chair. 

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