Starbucks announces integrated Grab loyalty program, but it might not even be available in Malaysia until 2024

Starbucks announces an integrated partnership with Grab for Southeast Asia. The partnership will let customers earn Starbucks Rewards benefits on purchases through Grab, and other benefits. However, the Rewards program will only be introduced to the Philippines in the second half of 2022, and will only expand to other Southeast Asia markets by 2024.

Here’s what Starbucks is planning to add through Grab:

• Pay with the same e-wallet online and in-store: Customers will have the option to pay for their orders via their GrabPay e-wallets in-store and in-app, giving them more ways to earn GrabRewards as well as Starbucks Rewards Stars.
• Order online for in-store pick-up via GrabFood: Customers can skip the line and order their favourite food and beverage items directly from GrabFood’s self-pick up feature, which will inform them when their orders are ready for pick up.
• Instant delivery via GrabExpress: Customers can get their favourite Starbucks food and beverages delivered to their doorsteps faster than before by GrabExpress, when they order via Starbucks owned channels.     
• Social gifting through GrabGifts: Customers can now purchase and send pre-loaded Starbucks gift cards to friends and family via the Grab app in the Philippines, Thailand, Singapore, Malaysia, Indonesia, and Vietnam.

Integrating Starbucks’ rewards system with the Grab platform will let customers earn rewards with each Starbucks order. This means that Starbucks Rewards members would be able to link their accounts with GrabRewards to earn both Starbucks’ Stars and GrabRewards points made through GrabFood.

Customers will also have the option to sign up for a Starbucks Rewards membership through the Grab app and redeem free stuff like beverages, birthday treats, and other offers. There will also be several other benefits with Starbucks through Grab’s other features—like being able to send pre-loaded Starbucks gift cards on GrabGifts and instant delivery via GrabExpress.

“Consumers like the convenience of food delivery but they also enjoy meeting up with friends in Starbucks over a cup of coffee. We believe the online ordering and in-store dining experience will become more connected, as brands in Southeast Asia look for ways to bridge these channels. We are excited to be working with Starbucks, one of the most iconic and loved coffee retailers, on this wide-ranging partnership to deliver a more personalised, rewarding, and seamless experience to our customers,” said Saad Ahmed, Managing Director, Commercial at Grab.

The integrated Rewards program will only launch in the Philippines in the second half of this year. There’s no information on when the program will launch in Malaysia yet, but it’s expected to “expand to additional Southeast Asia markets by 2024”—which is a terribly long way away.

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