Starbucks, the leading Seattle-based coffee shop chain, is expanding its exposure to Web3 and non-fungible tokens (NFTs) with the launch of the beta version of Starbucks Odyssey, a new loyalty program available to a small group of members of the waiting list that includes customers and employees in the United States.

“Selected participants will be able to participate in Starbucks Odyssey ‘Journeys,’ which are a series of interactive and entertaining activities to earn collectible ‘Journey Stamps’ (NFTs) and Odyssey Points that will unlock access to exciting new benefits and experiences,” the company said. said in a statement.

Considering the company’s extensive international presence, the program could bring the blockchain experience to a large number of new users. The chain opened 763 net new stores in the fourth quarter of 2022, ending the period with 35,711 stores globally. Of these, 51% are company-operated and 49% are licensed, according to Starbucks data.

The US chain says the program is “an extension of Starbucks Rewards, powered by Web3 technology, which unlocks access to exciting new benefits and experiences for members,” according to the statement.

“Once logged in, members can participate in ‘Journeys,’ which include a series of interactive activities to complete. Activities range from taking a virtual tour of the Starbucks Hacienda Alsacia coffee farm in Costa Rica, to trivia about Starbucks legacy, right down to playing interactive games,” the US company said. “Once a trip is complete, members will receive a collectible ‘Travel Stamp’ (a Polygon-based NFT) and bonus points for your overall point total”.

The chain sent out initial invitations to a small group of waitlist members and employees earlier this month, and starting in January 2023, monthly invitations will be offered to a larger group of waitlist members.

Brady Brewer, Starbucks executive vice president and chief marketing officer, commented that the latest initiative is part of the coffeehouse giant’s efforts to harness emerging technology and make it accessible and accessible to a wide range of customers.

“Starbucks Rewards members are some of our most loyal and engaged customers, and Starbucks Odyssey is our next big loyalty innovation to recognize, surprise and delight them. We are leveraging Web3 technology to reward and connect with our members in new ways, such as offering collectible and proprietary digital stamps, a new digital community, and opening up access to new benefits and immersive coffee experiences, both physically and digitally,” said Brewer.

Shortly after the launch of the beta version of the program, members will have access to the Starbucks Odyssey marketplace powered by Nifty Gateway, where they can buy or sell digital collectible Starbucks Odyssey stamps among members via the Polygon blockchain.

“Early next year, members will be able to purchase unique and exclusive ‘Limited Edition Stamps’ (NFTs) through the Starbucks Odyssey marketplace,” according to the statement. “Limited-edition stamp sales include charitable components, with donations to important causes for Starbucks partners and Starbucks Rewards members.”