I have been a big fan of Starbucks. Nearly a day goes by that I dont frequent the place. Most weekdays I buy coffee for myself, my wife and her two teaching assistants. I have been a huge proponent of the stock and Howard Schultz has done a fantastic job driving up the stock price , in particular 2009 was an outstanding year when most stocks languished.

They recently did away with the “Gold Card” rewards program. This card gave purchasers a 10% discount off their purchase. The new program (where the card is actually a Gold color with your name embossed on it) does not have this 10% discount. You get one star for each purchase you make , with money you preload on the card (you welcome for the loan Mr. Schultz) , regardless of the number of items or beverages you purchase. 15 stars gets you a free drink. Far from a comparable program.

I wrote to Mr. Schultz with the wild thought that he listened to customers. I told him how inferior this new affinity program was versus the prior program. The way it was marketed made it sound like this new program was going to reward us for our past loyalty. The new program is an insult to those of us who have been loyal.

Today I recieved a form letter back from Kelly H. a customer relations lackey at Starbucks. “thanks for writiing” yada yada.

I am so angry. I don’t plan on setting foot in another Starbucks ever again. The new capachino at McDonalds is just as good. the Mcdonalds is a block form the Starbucks I used to frequent.

Mr. Schultz can replace my thousands of dollars a year in purchases with money from some stupid person who might continue to frequent the place. As for me , I’m done.