First, Starbucks Odyssey is additive, not substitutive. Starbucks’ present reward program is arguably probably the most profitable loyalty program on the earth, with nearly 60 million rewards customers globally and 30 million within the U.S. alone. The loyalty program drives roughly 50% of all Starbucks income by way of incentivizing repeat enterprise, upselling, and buyer personalization. It could be fairly a leap of religion for Starbucks to discard its wildly profitable conventional rewards program and exchange it with a Web3-based program, given the novelty of the know-how and the unsure success of an NFT-based program. By making Starbucks Odyssey an optionally available, extra rewards program the agency is ready to construct on the present program with complementary merchandise, but reduce threat to the money cow, permitting for better flexibility sooner or later ought to the dynamics round Web3 know-how change.