In the last two years, registrations for Starbucks’ loyalty program have doubled from 2,50,000 in 2017 to 5,00,000 now

More urban Indians are pushing the demand for American coffee chain Starbucks’ loyalty programme in the country. Starbucks has crossed the half a million-member mark for its loyalty programme, My Starbucks Rewards in India. A majority of these members were added in the last two years, a top executive at the company said.

These members are registered on the coffee chain’s mobile app as well as through physical cards available in stores that offer various benefits to users.

“When you talk about coffee, there is an enhanced and a growing exploration for the beverage among Indians,” Veetika Deoras, head-marketing, category and digital, said of the jump in the chain’s loyalty programme members. “Indian consumers have embraced the Starbucks experience and are now making the coffee chain a part of their daily routine,” she said.

My Starbucks Rewards was launched in India in 2014.

In the last two years, registrations for the programme have doubled from 250,000 in 2017 to 500,000 now.

Starbucks runs its loyalty programmes across markets. In the US, for instance, active users of the company’s rewards programmes contribute to 40% of sales at the coffee chain.