Starbucks halts Odyssey NFT rewards programme

Starbucks is putting a halt to its "Odyssey Beta programme", a rewards programme that allowed loyal customers to collect non-fungible tokens (NFTs). 

The coffee giant made the announcement on its Starbucks Odyssey Official discord channel. The programme will close on 31 March this year, while the Discord channel will close on 20 March, said Starbucks. 

"Starbucks Odyssey Beta has been an important step on our journey to create the future of Starbucks Rewards. As a community, you have been among the most engaged Odyssey members, and we greatly appreciate it," wrote Starbucks in a statement.

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In the same statement, Starbucks teased new experiences for its consumers in April. 

"Your consistent engagement and feedback have been vitally important in determining our next steps forward. Be on the lookout for exciting new member experiences coming your way in April," it added. 

"In the meantime, please know that you'll still have access to your stamps, and we will be delivering a final benefit to Odyssey members who are level one and higher via email at the end of March." 

Starbucks Odyssey was first launched in September 2022. The programme is an extension of Starbucks Rewards, powered by Web3 technology, and unlocks access to exciting new benefits and experiences for members. 

The experience allowed members to participate in a series of entertaining, interactive activities called "Journeys". Once a journey is complete, members will earn a "journey stamp" - an NFT. 

Each digital collectable stamp will include a point value based on its rarity, and the stamps can be bought or sold among members within the marketplace, with ownership secured on a blockchain.

Members can also use these stamps to unlock experiences such as virtual espresso martini-making class, invitations to exclusive events at Starbucks Reserve Roasteries or even trips to Starbucks Hacienda Alsacia coffee farm in Costa Rica.

“Starbucks has a history of harnessing emerging technology to innovate on behalf of our customers and making it easily accessible and approachable for the mainstream,” said Brady Brewer, Starbucks executive vice president and chief marketing officer.

“Our innovative spirit and the desire to continuously exceed the expectations of our customers has led to the launch of Starbucks Odyssey.

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