Starbucks plans a ‘global digital community’ around coffee with an NFT loyalty program

Starbucks CEO Howard Schultz, along with executive vice president and chief marketing officer Brady Brewer, explained to investors during their Q2 2022 earnings presentation that the coffee company will add “new concepts such as ownership and community-based membership models that we see developing in the Web 3 space.” Brewer went further, saying “Imagine acquiring a new digital collectible from Starbucks, where that product also serves as your access pass to a global Starbucks community, one with engaging content experiences and collaboration all centered around coffee.”