Starbucks unveiled Starbucks Odyssey, which will be available later this year and marks the coffee company’s first foray into building with web3 technology. The new experience combines the company’s popular Starbucks Rewards loyalty programme with an NFT platform, allowing customers to earn and spend digital assets that unlock exclusive experiences and rewards.
The company had previously teased its web3 plans to investors, stating that it expected this new experience to build on the current Starbucks Rewards model, in which customers earn “stars” that can be exchanged for perks such as free drinks. Starbucks Odyssey is envisioned as a way for its most loyal customers to earn a broader range of rewards while also building community. Starbucks enlisted the help of Adam Brotman, the architect of its Mobile Order & Pay system and the Starbucks app, as a special advisor to help develop the project. Brotman’s team worked on Starbucks Odyssey alongside the Seattle coffee chain’s own marketing, loyalty, and technology teams. He is now the co-founder of Forum3, a web3 loyalty startup.
