My husband proudly displayed his new Starbucks Gold Card to me last week. He got a cute little letter with it, explaining that he earned this elite status by ordering, let’s face it, a boatload of coffee over the years on his Starbucks card. This is the caffeinated version of the million mile club. This is also the reason we won’t be able to afford to send our kids to college.
Here’s how our conversation went.
Husband: I got my Starbucks Gold Card in the mail today; it’s pretty cool.
Me: Cool, so what does it mean?
Husband: I get all sorts of free upgrades and stuff.
Me: Like what?
Husband: I can get free soy milk whenever I want.
Me: You hate soy milk, so how is that an upgrade?
Husband: I can also get free flavors and syrups and stuff.
Me: You despise flavored coffee. What else?
Husband: I get free Wi-Fi at Starbucks.
Me: Don’t they already give that away? And you don’t really work there anyway, right?
Husband: Why are you dissing them? It’s nice, OK! (Walks out of the room, disgusted with my obvious lack of awe at the shiny Gold Card)
Don’t get me wrong. I like Starbucks. But seems to me like they missed a wonderful opportunity to offer a REAL perk to a REAL loyal customer. Since my husband always orders the same Triple Grande Non-Fat Latte, why doesn’t the Gold Card come with a perk that he will actually use? You know they have the data on that.