You probably clicked on this article thinking, what do Starbucks, NFTs and Polygon have to do with each other? Of course, it seems like an odd combination, and it is. Starbucks will soon be working with an NFT loyalty program using technology from Polygon (MATIC).
“We are excited today to announce that Starbucks Coffee Company is partnering with Polygon to provide blockchain technology,” Polygon says on its blog.
The two companies will work together for the recently announced “Starbucks Odyssey“. This is to be a Web3 experience from Starbucks. What that looks like?
What is all about?
Starbucks Odyssey will allow customers to buy and earn digital collectible stamps. Only you won’t have to lick these stamps; they’ll be shaped like an NFT.
The stamps will apparently have several benefits for customers, but what these are is not yet known. It would be part of a “new digital community,” according to Starbucks. So it will probably be bigger than NFT stamps.
Now if you’re really interested, you can already register for the latest Web3 news from Starbucks. You then enter a mega exciting queue for NFTs of coffee. And that queue fits right into the picture of the new Starbucks strategy.
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According to GeekWire, Brady Brewer, head of marketing at Starbucks, told that “the company believes it will benefit from ‘strategic patience’ and a thoughtful approach. Many brands jumped out [NFT’s] into it right away, but we saw longer-term potential for this technology rather than a one-time [potential].”
Whether this is the right attitude in the crypto and NFT space remains to be seen. And then you haven’t answered the even bigger question either: is everyone waiting for this?
These topics might be a little distant for someone who just wants to drink a Frappuccino on the way home.
Brewer can at least reassure us that Starbucks Rewards members don’t need to know anything about NFTs, blockchain, or crypto. They can do interactive games or other challenges to earn stamps, or they can buy stamps with their credit cards.
A metaverse for Starbucks
Starbucks Odyssey is to become a so-called “Third Place,” complementing this NFT loyalty program. This is a destination separate from normal life, and will be extended to the digital world. The company believes this will be unique in rolling out Web3 technologies.
“In many ways, I think this will usher in a new generation of loyalty model for brands,” Brewer said. “We’re really trying to push the boundaries of what’s possible here and connect it to our core experience in our core business.”
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