Under the new rules, customers will be required to buy a greater quantity of drinks compared to the previous policy in order to qualify for a complimentary item.
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GLOCosta Coffee has recently updated its loyalty scheme, causing discontent among many customers. Previously, when using the free Costa app, customers earned one ‘bean’ for each drink purchased, and two beans when using a reusable cup. To redeem a free drink, they needed eight beans. However, as of August 1, the rules have been revised, and now customers must accumulate ten beans to receive a complimentary drink.
This means customers will have to purchase two additional drinks compared to the previous requirement, or one extra drink if they use a reusable cup. It’s worth noting that any beans or rewards collected before the update will remain in the customer’s account until they are used, as reported by The Mirror.
Costa is also introducing a new rewards feature known as Treat Drop which provides personalised offers every month and can vary between different members. An email sent out to customers back in June describes the new feature as follows: “Every single month we’ll be dropping a little surprise, just for you. It could be a special offer or something new landing straight into your Costa Club app – so keep your eyes peeled!”
Social media saw a large numebr of current Costa customers complain about the changes.
A Costa spokesperson said: “We’ve made some changes to Costa Club, including how many beans customers need to collect before they can redeem a free drink in store. They’ll still collect one bean for every handcrafted drink they buy in a store or from a Costa Express machine but will need to collect ten beans to get a free drink.
“Customers will continue to collect an extra bean in store when using a reusable cup. As part of the changes we’re also launching ‘Treat Drop’, a new reward feature designed to provide customers more personalised offers, more often, reflecting the food and drink they love at Costa Coffee.”
