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Starbucks on loyalty changes: So far, so good

Shift is expected to fuel mobile order and pay adoption

Starbucks Corp. said Thursday that its new-and-improved loyalty program was off to a good start and will help the chain build its expanding digital ecosystem to propel the business forward.

About 1 million customers joined the loyalty program during the quarter, an increase of 8 percent, to more than 12 million users, Starbucks said in a call with Wall Street analysts.

Spending through the loyalty program increased 22 percent year over year.

This week Starbuc

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