Starbucks teases Web3 platform in NFT announcement
Popular coffee chain Starbucks is planning to launch a series of NFT collections that will be chain-agnostic, and will have benefits linked to actual physical locations
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Starbucks has plans to launch a series of NFT collections, the company posted in a blog post on Tuesday. Users will soon be able to buy Starbucks NFTs to gain access to the global Starbucks community where members will be able to enjoy exclusive coffee-related experiences and benefits.
Brady Brewer, head of marketing at Starbucks, said, "The theme of this collection will be born out of Starbucks’ artistic expression, both legacy and newly created, as well as through world-class collaborations with other innovators and like-minded brands."
The move comes as one of the many initiatives Starbucks is embarking upon to expand the connotation of ‘third place’ i.e. a digital world between home and work, where customers will be able to have unique experiences via special access and will also be able to buy NFTs from the Starbucks collection.
Brewer said, "We believe NFT has [a] vast potential to create an extended co-ownership model for loyalty, offering unique experiences, community building, storytelling, and customer engagement."
Starbucks said in the blog post that the NFT collection launch would complement its other technology and app-based initiatives, such as mobile ordering, Starbucks Rewards Program, in-store WIFi, etc. The company is also readying itself to enter the web3 space via the ‘Starbucks Web3 Digital Community’, which will possibly be tied to its mobile payments in-store. Starbucks said, “This community will further strengthen the Starbucks brand, engage our partners, and we hope it will add to our business."
