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Starbucks waters down its reward program, doubling number of points needed for free coffee

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Much like it has done to just about every other facet of Canadian bills, inflation has come for your morning coffee.

Starbucks is rolling out new rules for its loyalty program in the United States and Canada on Monday, changes that in some cases could see customers need to use twice as many points to get the same items they got before.

Customers will need to spend 100 stars — the chain’s version of reward points — for most of its most popular individual items, including a hot drip coffee or tea, a baked good or prepackaged snack.

Previously, those items only cost 50 stars. How much they get you is changing, but the way to earn them is the same: a customer gets one star for every dollar they spend on Starbucks items using cash, debit or credit. Paying with a preloaded gift card will earn two stars for every dollar spent.

It’s not just the basics going up, either. More expensive items like Frappucinos or hot breakfast items will now cost 200 stars instead of 150, and the price for a salad or sandwich is going from 250 to 300 stars.

A small number of items are getting comparatively cheaper, however. A 454-gram bag of packaged coffee that previously cost 400 stars will now costs 300, and an iced coffee that used to cost 150 points will now available at the cheapest, 100-point tier.

Patrick Sojka, founder of Rewards Canada, says points devaluation is one of the biggest pet peeves among his membership. (Anis Heydari/CBC)

“To ensure the long-term sustainability of the Starbucks Rewards program and to meet the changing needs of our members, we occasionally need to make changes to the program, and while some items may require additional stars to redeem for, other popular items like iced coffee and packaged coffee will need less stars to redeem for and be easier for members to be rewarded,” a spokesperson for Starbucks Canada told CBC News in a statement.

It’s not the first time the company has recalibrated its reward program, with the previous major change coming in 2016 when the company switched from a system that gave reward points based on the number of visits to one that doled them out based on how much money was spent.

Indeed, Starbucks isn’t the only coffee chain watering down its reward system of late. In December, Tim Hortons made similar changes to its loyalty program, hiking the price of a coffee from 70 points to 400. (Timmies shoppers earn 10 points for every dollar they spend at the chain.)

U.S. chain Dunkin’ Donuts rolled out similar changes in October.

Patrick Sojka, the founder Rewards Canada, says the devaluation of loyalty points is probably the No. 1 issue for the loyalty point fanatics who make up his company’s customer base.

“It’s huge among the whole points and miles world,” he told CBC News in an interview. “Whether it’s travel like with frequent flyer programs, frequent guest programs, or in this case with coffee programs [there’s] lots of negativity around that.”

Sojka said he expects Starbucks to get some blowback for essentially slicing its reward tiers in half, but ultimately the chain is doing what they’re doing because they know they can.

“For the first couple of months [customers are] not going to be happy,” Sojka says. “But they’ll go back to their old ways after a few months. We’ve seen it time and time again.”

Kendra Tanev is the type of customer that Starbucks is banking on.

“I do collect the points, but … half the time they probably go to waste because I don’t really redeem them regularly,” she told the CBC outside a Calgary Starbucks location recently. “I’m going to buy the product anyway, so it doesn’t really matter.”

 

Watered down Starbucks rewards leaves bitter taste

Starting today, Canadian members of Starbucks loyalty program will have to spend twice as much as before to get a ‘free’ cup of coffee. Coffee drinkers in Calgary shared their thoughts on the change with CBC News.

But there are other customers for whom the change has left a taste a bit like burnt coffee in their mouth: bitter.

Calgarian Sheldon Harrish said he used to go to Starbucks seven days a week, but the current era of high inflation has him much more aware of his spending, so he’s drinking more coffee at home lately, and going to Starbucks half as often as he used to.

News that his loyalty points would soon be worth half as much, too, makes him even less likely to go from now on.

“It becomes less and less of an incentive,” he said. “It makes you look for other alternatives.”

Fellow Calgarian Megan Williams had similar thoughts. “I think I spend enough money at Starbucks as it is, the drinks are not cheap, so yeah, it definitely bothers me,” she said. “I probably won’t go as often anymore.”

Loyalty test

Nicole Rourke, a professor of marketing at St. Clair College in Windsor, Ont., says that it’s well known that loyalty points are a fairly inexpensive way for brands to create repeat customers, but they are starting to get watered down to the point where they are losing their effectiveness.

“Most frequent Starbucks customers are buying the same things over and over again. If you make it more complicated for them to get free ones, I just don’t think they like it,” she said. “They’ll come up with reasons why they should go somewhere else.

She said she recently discussed Starbucks’ changes in a class with her third-year students, and the conversation among a group of brand-savvy young consumers was eye-opening.

“They already felt like it took a long time to get any big rewards back,” she said, adding that rolling out the changes the day before Valentine’s Day “is not making them feel the love…. It’s making them feel like they want to be less loyal.”

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Dollarama keeping an eye on competitors as Loblaw launches new ultra-discount chain

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Dollarama Inc.’s food aisles may have expanded far beyond sweet treats or piles of gum by the checkout counter in recent years, but its chief executive maintains his company is “not in the grocery business,” even if it’s keeping an eye on the sector.

“It’s just one small part of our store,” Neil Rossy told analysts on a Wednesday call, where he was questioned about the company’s food merchandise and rivals playing in the same space.

“We will keep an eye on all retailers — like all retailers keep an eye on us — to make sure that we’re competitive and we understand what’s out there.”

Over the last decade and as consumers have more recently sought deals, Dollarama’s food merchandise has expanded to include bread and pantry staples like cereal, rice and pasta sold at prices on par or below supermarkets.

However, the competition in the discount segment of the market Dollarama operates in intensified recently when the country’s biggest grocery chain began piloting a new ultra-discount store.

The No Name stores being tested by Loblaw Cos. Ltd. in Windsor, St. Catharines and Brockville, Ont., are billed as 20 per cent cheaper than discount retail competitors including No Frills. The grocery giant is able to offer such cost savings by relying on a smaller store footprint, fewer chilled products and a hearty range of No Name merchandise.

Though Rossy brushed off notions that his company is a supermarket challenger, grocers aren’t off his radar.

“All retailers in Canada are realistic about the fact that everyone is everyone’s competition on any given item or category,” he said.

Rossy declined to reveal how much of the chain’s sales would overlap with Loblaw or the food category, arguing the vast variety of items Dollarama sells is its strength rather than its grocery products alone.

“What makes Dollarama Dollarama is a very wide assortment of different departments that somewhat represent the old five-and-dime local convenience store,” he said.

The breadth of Dollarama’s offerings helped carry the company to a second-quarter profit of $285.9 million, up from $245.8 million in the same quarter last year as its sales rose 7.4 per cent.

The retailer said Wednesday the profit amounted to $1.02 per diluted share for the 13-week period ended July 28, up from 86 cents per diluted share a year earlier.

The period the quarter covers includes the start of summer, when Rossy said the weather was “terrible.”

“The weather got slightly better towards the end of the summer and our sales certainly increased, but not enough to make up for the season’s horrible start,” he said.

Sales totalled $1.56 billion for the quarter, up from $1.46 billion in the same quarter last year.

Comparable store sales, a key metric for retailers, increased 4.7 per cent, while the average transaction was down2.2 per cent and traffic was up seven per cent, RBC analyst Irene Nattel pointed out.

She told investors in a note that the numbers reflect “solid demand as cautious consumers focus on core consumables and everyday essentials.”

Analysts have attributed such behaviour to interest rates that have been slow to drop and high prices of key consumer goods, which are weighing on household budgets.

To cope, many Canadians have spent more time seeking deals, trading down to more affordable brands and forgoing small luxuries they would treat themselves to in better economic times.

“When people feel squeezed, they tend to shy away from discretionary, focus on the basics,” Rossy said. “When people are feeling good about their wallet, they tend to be more lax about the basics and more willing to spend on discretionary.”

The current economic situation has drawn in not just the average Canadian looking to save a buck or two, but also wealthier consumers.

“When the entire economy is feeling slightly squeezed, we get more consumers who might not have to or want to shop at a Dollarama generally or who enjoy shopping at a Dollarama but have the luxury of not having to worry about the price in some other store that they happen to be standing in that has those goods,” Rossy said.

“Well, when times are tougher, they’ll consider the extra five minutes to go to the store next door.”

This report by The Canadian Press was first published Sept. 11, 2024.

Companies in this story: (TSX:DOL)

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U.S. regulator fines TD Bank US$28M for faulty consumer reports

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TORONTO – The U.S. Consumer Financial Protection Bureau has ordered TD Bank Group to pay US$28 million for repeatedly sharing inaccurate, negative information about its customers to consumer reporting companies.

The agency says TD has to pay US$7.76 million in total to tens of thousands of victims of its illegal actions, along with a US$20 million civil penalty.

It says TD shared information that contained systemic errors about credit card and bank deposit accounts to consumer reporting companies, which can include credit reports as well as screening reports for tenants and employees and other background checks.

CFPB director Rohit Chopra says in a statement that TD threatened the consumer reports of customers with fraudulent information then “barely lifted a finger to fix it,” and that regulators will need to “focus major attention” on TD Bank to change its course.

TD says in a statement it self-identified these issues and proactively worked to improve its practices, and that it is committed to delivering on its responsibilities to its customers.

The bank also faces scrutiny in the U.S. over its anti-money laundering program where it expects to pay more than US$3 billion in monetary penalties to resolve.

This report by The Canadian Press was first published Sept. 11, 2024.

Companies in this story: (TSX:TD)

The Canadian Press. All rights reserved.

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Amazon rejects plea to stop selling taxi roof signs as cab scam spreads across Canada

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After a long day at a work event in July, Kathryn Kozody was relieved when she spotted a car with a lit-up taxi sign.

She thought it was odd when the driver told her she’d have to pay her fare with a debit card. Still, a tired Kozody hopped in the car.

“I was like, ‘Fine, it’s kind of weird, but let’s go home,'” said Kozody, who lives in Calgary.

Nothing else seemed off — until the next day when she discovered that almost $2,000 was missing from her bank account. On top of that, her debit card had someone else’s name on it.

Kozody concluded that the taxi driver was a fraudster who, during the debit card transaction, recorded her PIN, stole her card and handed her back a fake.

“I started freaking out,” she said. “It’s terrifying when they have your debit card.”

It took Kozody about two weeks to get her money back from her bank, and she’s still rattled by the experience.

The day after taking what she thought was a ride in a taxi, Kathryn Kozody of Calgary found out someone had withdrawn almost $2,000 from her bank account. (James Young/CBC News)

“It really felt like an invasion of privacy and a violation to be a victim of this scam,” she said. “I really don’t want it to happen to anybody else.”

The taxi scam isn’t new; Toronto and Montreal have been seeing it for years. But the crime is becoming more widespread.

This summer, police in Calgary, Edmonton and at least five cities in southern Ontario, including Kingston and Ottawa, posted warnings online that they had received multiple reports of the scam.

Police and the Canadian Taxi Association say the fraudsters have a helping hand: with the click of a button, they can purchase a generic — but official looking — taxi roof sign on e-commerce sites like Amazon.

Edmonton Police posted this alert on Facebook in July, warning people about an ongoing taxi scam. The city’s police department says that it received about 10 reports of the scam that month. (Edmonton Police/Facebook )

The taxi association has asked Amazon, by far Canada’s most popular online shopping site, to stop making the roof signs so easily available.

“They do have a moral responsibility to at least sell the signs to individuals that are properly licensed,” said association president Marc André Way.

However, the U.S.-based company continues to sell the product to all customers.

“These lights are legal to sell in Canada,” Amazon told CBC News in an email.

‘Eye-popping’ numbers

The taxi scam has several variations but typically ends the same way: the victim pays with a debit card, then the scammer secretly steals it and hands the victim a similar but fake card. Shortly thereafter, money disappears from the victim’s account.

Ron Hansen, deputy chief of police in Sarnia, Ont., said his department received 12 reports of the scam in July, with one victim losing $9,900.

Toronto police report that since June 2023 the department has received 919 reports of the taxi scam, totalling $1.7 million in losses.

Jessica Chin King of Toronto said after a recent cab ride, she got a suspicious activity alert from her bank. She learned $600 had been withdrawn from her account. (Craig Chivers/CBC)

The numbers are “eye-popping,” said Toronto police detective David Coffey.

“When they do get a victim, they are quick to go right into the bank accounts. They’re quick to empty them out.”

Jessica Chin King of Toronto said just 15 minutes after a recent cab ride, she got a suspicious activity alert from her bank. Turns out, $600 had been withdrawn from her account.

“I was like, ‘Wow, I can’t believe that just happened.’ I was in shock,” said Chin King, whose bank later reimbursed the cash.

She said she too was fooled by the taxi sign atop the car.

“I was in the car with somebody who wasn’t a taxi driver. Anything could have happened,” she said. “I was thankful that it was only my bank [account] that was compromised.”

Taxi light for $35 on Amazon

CBC News bought a taxi sign from Amazon for $35. It has a magnetic strip on the bottom, so it easily sticks to the top of a car.

To power the light, an attached wire can be run through the driver’s window and plugged into the car’s auxiliary power outlet, also known as the cigarette lighter outlet.

The taxi association says licensed taxi drivers typically get their roof signs from speciality suppliers, and they are hardwired to the car — not powered via the cigarette lighter.

“When you see that … it’s obvious that it’s not a legitimate taxi,” said Way, the association president.

Last month, Way sent Amazon a letter on behalf of the Canadian Taxi Association, asking it to stop selling the product.

“This is not a safe, practical way to distribute the trusted ‘Taxi’ signs,” he wrote.

CBC News ordered this $35 taxi sign on Amazon. The attached wire can be run through the driver’s window and plugged into the car’s auxiliary power outlet, while the lights for licensed drivers are hardwired into the vehicle. (Sophia Harris/CBC News)

But Amazon told Way — and CBC News — the signs will remain on its site, because the company isn’t breaking any rules.

“It’s going to be quite difficult, I think, for anyone to stop Amazon from selling a product that is perfectly legal to sell,” said Toronto criminal lawyer, Daniel Goldbloom. “It’s true that these taxi signs can be used to commit scams, but kitchen knives can be used to commit murder — and we don’t stop retailers from selling those.”

But Way isn’t giving up hope.

He says the taxi association also plans to ask other online retailers, such as Temu and eBay, to stop selling the taxi signs and will lobby provincial governments for legislation that regulates the sale of the product.

However, Coffey said he believes the best way to fight the taxi scam is to educate people about it.

“Never, never give another person control of your debit card,” the detective said.

Victims Chin King and Kozody also want to spread the word.

“The more people know, the less likely it is to happen again to somebody else,” Kozody said.

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