The move comes as Starbucks managing director for the UK and Ireland Darcy Willson-Rymer announced plans to revamp the chain’s design and offering.
Starbucks decision to hand out free wi-fi access to scheme members is the latest in a number of moves to reinforce its loyalty offering.
Earlier this year Starbucks launch a voucher mail-out offering a complimentary cup of coffee to customers who sign up to its Starbucks Card Rewards scheme online.
Although Starbucks still serves around 2m customers a day in the UK the company is facing a challenge both from competition like Costa Coffee and McDonalds while consumers look more closely at their discretionary spend. Although Starbucks customer footfall has risen the average customer is spending less.
and green look in favour of brighter colours and more of a community feel.
Willson-Rymer's plans dovetail neatly with trials in Starbucks home market where it is trialling non-branded stores in Seattle.
The trial stores use the address of the cafe in its branding, for example one is called 15th Street Coffee and Tea, while the products are also non-branded. One of the stores will feature live music and poetry readings.
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