The integration, referred to as Starbucks Odyssey, permits these collaborating within the loyalty program (known as Starbucks Rewards) in addition to workers to earn and buy particular blockchain tokens. Each is designed to “unlock digital, bodily and experiential advantages which might be uniquely Starbucks,” based on government vice chairman and chief advertising and marketing officer Brady Brewer. These advantages vary from digital espresso mixology lessons, entry to particular merchandise, occasion invitations at Reserve roasteries, and journeys to the model’s Costa Rica espresso farm.
Odyssey can be tacked on high of the prevailing Starbucks Rewards program. Rewards members will have the ability to log into their Starbucks account within the app or in an internet browser to take part in digital actions like video games or model trivia. These actions are referred to as Odyssey “journeys,” and as soon as they’re accomplished, members can be rewarded with a “journey stamp”—Starbucks’ honey-sweet title for an NFT. Each NFT can be designed utilizing art work created by Starbucks workers and third-party artists.
Members who need to receive extra NFTs with out investing the time to finish journeys will have the ability to buy them from a market constructed into the Starbucks app. Some of the cash from these purchases can be donated to charitable causes chosen by Rewards members and workers. The firm mentioned that it’s going to not require members to make use of crypto wallets or different types of cryptocurrency to buy NFTs, because it needs to stay accessible to those that would in any other case be out of the blockchain loop. Interested Rewards members can be a part of a waitlist to be the primary to attempt Odyssey when it is obtainable.
“Our imaginative and prescient is to create a spot the place our digital neighborhood can come collectively over espresso, interact in immersive experiences, and have fun the heritage and way forward for Starbucks,” Brewer mentioned.
If you are questioning how an organization that claims to care loads in regards to the surroundings can justify its enterprise into the blockchain, you are not the one one. Starbucks received forward of environmental considerations in its launch, saying it is taking “a considerate and thorough method” to Odyssey’s launch. The model can be utilizing a Polygon proof-of-stake blockchain protocol fairly than a proof-of-work one, as the previous is claimed to own one % of the latter’s computational value and vitality drain. (Ethereum, at the moment one of the crucial well-liked cryptocurrencies, is switching to a proof-of-stake protocol for related causes this week.)
Starbucks swears its NFT expertise can be completely different from some other firm’s, and as a lot as I’d prefer to name bull, it may be proper. I imply, the place else are you able to snag a sugar-laden Frappuccino, a $30 plastic cup, and an NFT? Starbucks is already a model with a cult-like following—that it is taking followers’ enthusiasm a step additional is sadly something however shocking.