Voted the 'Nation's Favourite coffee shop in UK' 10 years in a row, it is safe to say that Costa Coffee is UK's love brand. And not only that - it is also the largest
coffeehouse chain in the country, and the second largest in the world, right after Starbucks.
Just recently, in fall 2021, their already popular loyalty scheme underwent some major changes. Swapping the points scheme (£1 spent = 5 pts) for "beans" collection (1 drink purchased = 1 bean) was perhaps the most obvious step. Though well intended, the change initially brought a wave of negative feedback
from a number of customers, perhaps due to its poor communication. However, it did not stop the company's loyal base from growing. The club has attracted more than 6 million active users to date.According to the company spokesman
this change was a well-thought-out step based on Costa customers' feedback. They wanted a simpler and faster way to earn rewards for their purchases and Costa listened. They now let the users enjoy every 8th coffee free or even 4th when using a reusable cup to support green movement. For example, to get a free medium latte (£3.30), they had to spend approximately £66/330 points, while now it takes only about £27/8 beans.
Even though you can no longer redeem any food items for your points, the drink offering got much more appealing as there's no need to pay extra points for milk or milk alternatives, syrups, cream etc. In addition, customers get complimentary cake on their birthday and special rewards and discounts throughout the year.
The new model also focuses on moving away from plastic cards and includes features like ordering ahead with in-store pick up, contactless ordering, and others.