Starbucks’ Metaverse program, an extension of its existing loyalty program, enabled customers to complete “Journeys” in the metaverse and earn rewards. Starbucks is ending its venture into the metaverse, an initiative to push digital boundaries, by the end of this month.
Starbucks withdraws from the Metaverse
Launched in 2022, Starbucks Odyssey allowed customers to earn both virtual and real-world rewards by completing certain tasks. Customers could collect, buy, and sell the NFTs they earned from these tasks and gain additional benefits.
The program was based on artwork created by Starbucks employees or other artists. Following the program’s closure, Starbucks plans to explore new ways to communicate with customers, particularly members of the Rewards loyalty program.
The shutdown is said to be a step towards preparing for the next phase while continuing to develop the program. Starbucks was just one of many brands that had marked their presence in the metaverse. Restaurant chains like Wendy’s and Chipotle also established digital camps in the metaverse.
Wendy’s offered a virtual restaurant and mini-games, while Chipotle offered free burrito promotions on Roblox. Starbucks’ decision to withdraw from the metaverse could influence other brands’ similar digital endeavors and the metaverse’s future role in loyalty programs.
Starbucks’ decision to shut down its metaverse program highlights the challenges brands face in the digital world and suggests that real-world loyalty programs might be more effective. This development is a significant indicator of how the metaverse will fit into the business world and how other brands will exist digitally.
How do you think Starbucks’ move will impact the digital strategies of other companies? Share your thoughts in the comments section below.
{{user}} {{datetime}}
{{text}}