Starbucks announced Starbucks Odyssey, a new experience powered by Web3 technology that will offer Starbucks Rewards members and Starbucks partners (employees) in the United States the opportunity to earn and purchase digital collectable assets that will unlock new benefits and immersive coffee experiences.
Starbucks claims it is one of the first companies to integrate non-fungible tokens (NFT’s) with an industry-leading loyalty program at scale, while creating a digital community that will enable new ways for Starbucks to engage with its members and partners.
Personally, I’m not quite certain that what Starbucks claims is accurate about being the first to allow people to “unlock new benefits and immersive experiences”.
In August of this year, Small Business Trends reported that Taco Bell and Decentraland had hosted a contest where they chose one couple for a full wedding experience in Decentraland’s digital universe.
Mashable reported earlier this month that Minecraft announced it would not get involved with NFTs, but brands like Gucci and Tiffany are getting into non-fungible tokens, and M&M’s are releasing a Board Apes version of its candy. Mashable also reported that brands believe in NFTs, but consumers don’t.
What does Starbucks Odyssey offer?
According to Starbucks, Starbucks Odyssey will be an extension of Starbucks’ Rewards program that members can access using their Starbucks Rewards login credentials. Once logged in, members can exchange Starbucks Odyssey ‘journeys’, a series of activities, such as playing interactive games or taking on fun challenges to deepen their knowledge of coffee and Starbucks. Members will be rewarded for completing journeys with a digital collectable ‘journey stamp” (NFT).
Members can also purchase ‘limited-edition stamps’ (NFTs) through a built-in marketplace within the Starbucks Odyssey web app experience. Limited-edition stamps will be available for all members to purchase directly with a credit card. No crypto wallet or cryptocurrency will be required – making the Starbucks Odyssey experience a fun and easy way for members to access this new technology and claim an ownership stake in their loyalty to Starbucks.
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. As stamps are collected, members’ points will increase, unlocking access to unique benefits and experiences that have never been offered before. These experiences could range from a virtual espresso martini-making class, to access to unique merchandise and artist collaborations, to invitations events at Starbucks Reserve Roasteries or even trips to Starbucks Hacienda Alscia coffee farm in Costa Rica.
In addition, Starbucks says it is committed to reducing its carbon, water, and waste footprints and is taking a thoughtful and thorough approach as the company works towards the launch of Starbucks Odyssey this year. They will utilize a “proof-of-stake” blockchain technology built by Polygon, which Starbucks claims “uses less energy than first generation “proof-of-work” blockchains.
As for me, I’m really not a fan of NFTs so I won’t be participating in Starbucks Odyssey. If you are a Starbucks Rewards member, you can sign up for the Starbucks Odyssey waitlist starting today.