When Starbucks announced changes to its Starbucks Rewards loyalty program back in February, the initial response from its customer base was negative. Program members questioned how the changes−where customers earn reward stars based on the amount of money they spend at Starbucks, rather than how often they visit−would create a positive experience.
Well, if early numbers mean anything, changes to the Starbucks Rewards program have not had an adverse effect on sales. In fact, during an April 21 earnings call with analysts,....