Starbucks has made the decision to terminate its NFT rewards program, the “Odyssey Beta program,” effective March 31. This move reflects a larger trend seen across major companies over the past year towards ending NFT-related initiatives. The program allowed customers to participate in coffee-themed games and challenges, earning digital collectible NFT stamps, which enabled access to interactive benefits and experiences. In addition to closing down the program, Starbucks has also announced the discontinuation of the marketplace where customers traded their digital stamps and the shutdown of the community Discord server.
The reasons underlying Starbucks’ decision to end the program are unclear, leaving uncertainty regarding any potential Web3 developments to replace it. However, the company has expressed its need to prepare for future endeavors as it continues to evolve its program. It’s worth noting that Starbucks initially launched the Odyssey Beta program in September 2022 during a turbulent period for the crypto industry. Notably, Starbucks opted for the Polygon network due to its lower energy consumption compared to traditional proof-of-work blockchains. This aligns with a global push for sustainable solutions, as Starbucks sought to utilize a more energy-efficient “proof-of-stake” blockchain technology developed by Polygon.
