Starbucks embraces new tech in its chase after zoomers

Starbucks revealed its plans for Starbuck Odyssei – the coffee giant’s first steps into the world of Web3. The initiative will be built on the basis of Starbuck’ successful Starbucks Rewards loyalty program with an NFT platform, allowing its customers to both earn and purchase digital assets that unlock exclusive experiences and rewards.

These plans don’t come completely unannounced, as the company already previously had teased its investors of a possible Web3 product. The idea is to use its existing Rewards system and build a community on top of it. 

The plans are very ambitious, but not entirely coherent – while previously it was possible to earn “stars” as rewards and exchange them for drinks, in the version of Starbuck Odyssey, it would be possible to exchange them for NFTs?

These plans aren’t being taken lightly – the company has already acquired Adam Brotman, the architect of its Mobile Order & Pay system and the Starbucks app, to help serve as a special advisor. Brotman worked together with Starbucks’ core marketing team in Seattle. 

Brady Brewer, Chief Marketing Officer at Starbucks, noted that, while the project has been developing only for 6 months, Starbucks has been investing in the technology for many years now. Brewer notes that the company does not want to use Web3 and NFTs as marketing stunts, but rather integrate them into the day-to-day operations of the company.