Starbucks global brand chief on the future of ordering and rewards

Summary

Starbucks Global Chief Brand Officer Trese Lieberman spoke with CNBC's Kate Rogers about the company's marketing, menu, rewards, and digital initiatives as Starbucks hosts an investor day. She highlighted improving member growth, higher intent to return, a redesigned rewards program, an AI ordering companion, and new beverage innovation. The discussion suggests management is prioritizing brand relevance, personalization, and afternoon/health-and-wellness occasions to sustain momentum.

• Starbucks is hosting an investor day amid recent US business momentum.
• Trese Lieberman outlined a unified marketing, menu, digital, merchandising, and CPG organization.
• Starbucks is growing rewards and non-rewards members for the first time in four years.
• The rewards program is adding green, gold, and reserve tiers plus free monthly modifications.
• Menu innovation includes matcha, ube coconut macchiato, energy refreshers, protein, and health/wellness items.
• Starbucks plans an AI ordering companion that recommends and places orders.
• Management reduced SKUs by 25% and is testing new ideas with store partners.
• The company is increasing marketing via the Winter Olympics and MrBeast integrations while right-sizing discounts.