In addition, Starbucks is rolling out a cross-channel, multi-brand loyalty brand, as well as global social impact initiatives. The comments were made by Howard Schultz, president/CEO of Starbucks, during the company’s annual meeting of shareholders.

“The opportunity we have to create value for our shareholders is exceeded only by our unique ability to contribute meaningfully to the communities we serve around the world,” Mr. Schultz said during the shareholders meeting.

“From leveraging and expanding our strong global business partnerships, to bringing innovation to our customers and each of the markets and channels in which we operate, to expanding our broad array of digital customer touch points and deepening our ethical sourcing model, Starbucks is continuing to grow with passion and intent to become one of the world’s most relevant, admired and trusted brands,” he said.

Mobile success
Starbucks has new developments in the works.

Beginning in May, customers will earn My Starbucks Rewards stars for purchases of Starbucks packaged coffee in grocery channels.

The stars can then be redeemed for free food or beverages in Starbucks retail stores.

The program is expected to be expanded to include other Starbucks products sold through grocery channels this fall.

Moreover, there will be integration of the Starbucks Card and My Starbucks Rewards loyalty program across several of its emerging brands, including Teavana.

Beginning next month, registered customers who make purchases with a Starbucks Card or through the Starbucks mobile app at any of over 300 Teavana retail stores will be able to earn stars for their purchases.

The upcoming enhancements are part of the coffee giant’s ongoing efforts to expand its My Starbucks Rewards membership.

Starbucks also generates more than three million mobile transactions each week in the U.S. – accounting for approximately 10 percent of total U.S. tender, per the company.

Starbucks is also reporting that new mobile users are embracing its mobile payments app because it lets them track their loyalty status in an interactive way.

Driving innovation
Starbucks is reigning the mobile commerce space.

In October, Starbucks’ mobile app surpassed 70M mobile payments transactions (see story).

Additionally, Starbucks ran a mobile advertising campaign that aimed to drive in-store traffic and mobile revenue for its new Verismo products (see story).

Most recently, Starbucks teased an upcoming mobile strategy for grocery stores (see story).

“Mobile payments plays a huge role for us,” said Linda Mills, spokeswoman for Starbucks, Seattle. “Mobile makes it easier for consumers – they can leave their wallets behind.

“The Starbucks mobile app is a clean and elegant way for consumers to pay, and it’s something that’s working for us,” she said. “Mobile payments are great and customers are adopting it in droves.

“[We’re still] in the early stages of mobile, but we’re excited of what’s going to happen next.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York