As a loyal Starbucks customer and Gold Star member since its inception in 2008, I was deeply disappointed by the new CEO of Starbucks, Brian Niccols’, recent decision to discontinue the monthly Double Star days. This change has left many customers, including myself, feeling undervalued for our longstanding loyalty. The removal of this valued benefit, which has been a part of our experience for many years, raises serious concerns about the recognition we receive for our continued support of Starbucks, especially considering the current record-high prices for drinks. 

According to a study by the Journal of Consumer Research, reward programs that are scaled based on customer spending result in higher customer loyalty and brand affinity (Kivetz et al., 2006). It's evident that the cancellation of Double Star Days contradicts the industry's proven best practices, jeopardizing the relationship Starbucks has fostered with its customer base. Our commitment to Starbucks deserves acknowledgment and respect, and it's critical that the company implements measures that reinforce our worth as customers. 

We're not asking for daily deals, merely the reinstatement of monthly Double Star Days. By doing so, Starbucks has the opportunity to demonstrate that Starbucks values customer loyalty as much as we value their products. 

Now is the moment to make our voices heard. Let’s remind Starbucks about the fundamental importance of customer loyalty. Sign this petition to bring back Double Star Days for loyal Starbucks Gold Star Members.