November 30, 2022



Starbucks reveals its “Odyssey” into NFTs and Web3-blockchain expertise

Ever since NFTS turned a pattern final yr, many corporations have jumped the wagon to get a bit of the pie. Starbucks is amongst these corporations – it revealed its foray into the world of NFTs as a part of its quarterly earnings report (and a weblog publish) in Could.

Now, a number of months down the road and after the craze has lessened a bit, it’s formally unveiling its first enterprise into constructing with Web3 expertise – Starbucks Odyssey. In case you are to participate within the initiative, then you may be a part of the waitlist, beginning at the moment. Odyssey will launch later this yr.

This new initiative by the multinational espresso chain will let each members of Starbucks Rewards and Starbucks companions – that’s, its workers – within the US earn and buy collectable digital stamps that may unlock entry to new advantages and experiences.

In case you don’t bear in mind, Starbucks Rewards is a loyalty program that allows you to spend cash to earn stars, which you’ll be able to redeem without cost objects.

The digital stamps – which incorporates limited-edition ones and include Starbucks art work – are the NFTs, and will likely be authenticated and tracked by blockchain expertise. Members can earn, purchase, and promote them in a built-in market with different members as effectively inside what the corporate calls “the Starbucks Odyssey internet app expertise.”

Talking of shopping for, members don’t must resort to any form of crypto pockets or cryptocurrencies to purchase the NFTs – Starbucks has made it doable for members to buy them instantly with a bank card. The multinational chain additionally informs that together with new advantages, clients may have entry to “immersive espresso experiences.”

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What do these experiences embrace? For one, it consists of what Starbucks calls “Journeys” – which incorporates actions reminiscent of interactive video games or challenges to deepen their information of espresso and Starbucks. Finishing journeys will reward members with an NFT – a digital collectable ‘journey stamp.’

To sweeten the pot, the stamps will embrace level values (based mostly on their rarities), so the extra stamps a member has, the extra factors they are going to have. With extra factors, they will unlock entry to particular options and experiences.

These embrace an internet class on making espresso martinis, entry to distinctive merchandise and artist collaborations, invites to unique occasions at Starbucks Reserve Roasteries, and even journeys to Starbucks Hacienda Alsacia espresso farm in Costa Rica.

“By integrating into the Starbucks Rewards ecosystem and grounding the expertise in espresso, connection and neighborhood, we’re coming into the Web3 area in a different way than every other model, whereas deepening our members’ connection to Starbucks. Our imaginative and prescient is to create a spot the place our digital neighborhood can come collectively over espresso, interact in immersive experiences, and rejoice the heritage and way forward for Starbucks,” stated Brady Brewer, Starbucks Government VP and chief advertising officer.

“Leveraging Web3 expertise will enable our members to entry experiences and possession that was not doable earlier than. Starbucks Odyssey will transcend the foundational advantages that our Starbucks Rewards members have come to like, and unlock digital, bodily and experiential advantages which might be uniquely Starbucks,” he added.