Starbucks to unveil Web3 initiative

On September 13, Starbucks will unveil its Web3-initiative to expand its customer loyalty program. The company plans to integrate NFTs and offer NFT holders access to exclusive content and other privileges, TechCrunch reports.

Starbucks announced similar plans in May 2022. At the time, management explained that non-fungible tokens would broaden the coffee chain’s image as a “third place” — the space between home and work. Management did not provide details of the initiative.

“The integration of NFTs will introduce new methods of emotional engagement with customers and offer a broader set of rewards within Starbucks Rewards,”— said CEO Howard Schultz at an analysts’ conference.

The executive emphasized the importance of serving the Zoomer generation.

Currently, customers can redeem Stars loyalty points for purchases in Starbucks stores or via the app.

The company appointed Adam Brotman as special adviser to the project, the architect of the mobile ordering and payment system for smartphones, as well as the Starbucks app. In the third fiscal quarter, drive-through, delivery and mobile orders accounted for 72% of US revenue.drive-through

In October 2021, the Chinese branch of McDonald’s launched an NFT collection to mark its 31st anniversary.

In September 2021, Burger King launched the NFT campaign Keep It Real Meals with the participation of musicians Nelly, Anitta and LILHUDDY.

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