Seattle, WA – Starbucks Corporation announced today that it will be discontinuing its Odyssey Beta program, an NFT-based rewards program, on March 31, 2023.
Launched in September 2022, the Starbucks Odyssey Beta program allowed members to earn non-fungible tokens (NFTs) called “journey stamps” by completing interactive activities called “Journeys.” These stamps had point values based on rarity and could be traded among members in a marketplace. Stamps could also be redeemed for exclusive experiences such as virtual classes, invitations to exclusive events, and trips to Starbucks Hacienda Alsacia coffee farm in Costa Rica.
Starbucks cited feedback and engagement from the Odyssey Beta community as key factors in its decision to discontinue the program. The company plans to introduce new member experiences in April.
“Starbucks Odyssey Beta has been an important step on our journey to create the future of Starbucks Rewards,” said Brady Brewer, Starbucks executive vice president and chief marketing officer. “Your consistent engagement and feedback have been vitally important in determining our next steps forward.”
Odyssey Beta members will retain access to their earned stamps. Level 1 and above members will receive a final benefit in March.
Starbucks did not provide specific details about the upcoming new member experiences, but hinted at continued innovation in its rewards program.
“Be on the lookout for exciting new member experiences coming your way in April,” the company said in a statement.
The discontinuation of the Odyssey Beta program marks a shift in Starbucks’ Web3 strategy. The company had previously expressed its commitment to exploring the potential of blockchain technology to enhance customer experiences. However, the challenges and uncertainties surrounding NFTs and the broader cryptocurrency market may have influenced Starbucks’ decision to pause its Web3 initiatives.