Starbucks to debut 'Gold Card' rewards program

SEATTLE Starbucks Corp. said it would introduce early next month a new loyalty program offering discounts to customers who purchase a new Gold Card.

Officials said the new Gold Card membership program is a response to increasing demand from loyal customers for improved benefits and more payment flexibility. A recent analyst survey also found that lower prices, more than any other factor, would be most likely to motivate Starbucks to visit more often.

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