# Starbucks Odyssey - NFT-based Customer Loyalty Program

> Starbucks Odyssey was an NFT-based extension of the existing Starbucks Rewards program that used Journey Stamps as collectible digital assets. The program ran as a closed beta on the Polygon blockchain from late 2022 until March 2024 and was then discontinued due to low adoption and high complexity. Starbucks plans to use the insights gained to redesign the program.

**Sector:** Tertiary sector · **Industry:** Retail · **Organisation:** Starbucks · **Maturity level:** Pilot

Canonical URL: https://www.sapientblock.com/en/use-cases/starbucks-kunden-digitalen-stamps-binden

## Documentation status

- **Project status:** Pilot
- **Evidence:** Evidence high
- **Editorial review:** Ufuk Avci, 15 April 2026

## Description

Starbucks Odyssey was an extension of the Starbucks Rewards programme with NFT-based Journey Stamps on the Polygon blockchain, developed with the Web3 company Forum3. Polygon Labs paid 4 million US dollars for the partnership. Members earned stamps through purchases, videos and quizzes; stamps could also be bought directly. The stamps granted access to exclusive experiences such as trips to Starbucks’ coffee farm in Costa Rica, virtual classes and merchandise.

Starbucks Odyssey launched in December 2022 in a closed beta test as an extension of the established Starbucks Rewards programme. Technically, it was based on the Polygon blockchain; Polygon Labs paid 4 million US dollars for the partnership. The programme was developed with Forum3, whose co-founder Adam Brotman was formerly Chief Digital Officer at Starbucks. The system offered two parallel loyalty currencies: Journey Stamps (NFTs, tradable on the secondary market) and Odyssey Points (non-tradable). Stamps were earned through activities (Journeys) or bought directly. At its peak in early 2023, some stamps traded for up to 2,000 US dollars on secondary markets. At peak, there were over 58,000 active participants at Level 1. On 15 March 2024, Starbucks announced the termination of the beta programme as of 31 March 2024. Reasons: falling NFT market prices (floor prices dropped 72-86% below issue price), insufficient user participation, too high complexity compared to the simple Starbucks Rewards system. The learning curve: NFT-based loyalty needs a clearer “why” answer, seamless integration into the core programme and less friction for mainstream consumers.

## Benefits

- Companies can generate additional revenue streams and strengthen customer loyalty through tradable NFTs.
- NFT-based programmes create new digital revenue opportunities and unique customer experiences.
- Blockchain technology enables true ownership rights of digital assets for customers.
- Innovative programmes can contribute to brand differentiation and strengthening customer relationships.
- Employees gain insights into innovative technologies and can develop new skills.

## Challenges

- Fluctuating NFT values can lead to customer complaints and legal challenges.
- High complexity can overwhelm customers and lead to low adoption.
- Integrating blockchain technology into existing systems requires significant technical resources.
- Employees need extensive training for new technologies and increased customer support.

## Technology foundation

The programme used the Polygon blockchain, a scalable and cost-effective Ethereum sidechain suitable for high transaction volumes. Integration was via Nifty Gateway as the NFT marketplace, with customers not needing their own crypto wallet.

## Sources

- [Lessons from Starbucks Odyssey NFT](https://enable3.io/blog/lessons-starbucks-odyssey-nft)
- [What marketers can learn from Starbucks' NFT loyalty lessons](https://econsultancy.com/starbucks-nft-loyalty-lessons/)
- [Starbucks shutters Odyssey, its NFT-backed metaverse program](https://www.nrn.com/quick-service/starbucks-shutters-odyssey-its-nft-backed-metaverse-program)