By Julie Jargon
Starbucks Corp. is teaming up with ride-sharing service Lyft
Inc. in the coffee giant's newest effort to expand its loyalty
program beyond its cafes.
Under the deal, riders and drivers who use Lyft's mobile app,
which facilitates carpooling, will be able to earn Starbucks
loyalty "stars," which can be redeemed for food and drinks at
Starbucks outlets.
Expanding the use of Starbucks points program is a key growth
initiative for Chief Executive Howard Schultz, who hopes it will
both attract new customers and enhance the loyalty of existing
ones. In May, for example, the coffee giant announced plans to team
up with music-streaming service Spotify, whose subscribers will be
able to earn Starbucks stars.
Starbucks also is pressing other digital initiatives to fuel
growth, such as offering customers in several markets the chance to
order and pay for purchases using mobile devices.
Write to Julie Jargon at julie.jargon@wsj.com
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