Sales of the card, which comes with a $25 annual membership fee, have exceeded initial [image-nocss] projections by 20% in the first week, the company said. The 10% discount applies to most purchases in participating U.S. company-operated stores-including espresso beverages, food, whole bean coffee, espresso machines and merchandise. It does not, however, apply to Starbucks cards, publications, digital downloads, membership fees and item that are already discounted.
When the card is purchased in-store, the Gold Card member gets a free drink. For customers who come in 10 times a month for a Double Tall Nonfat Latte, for example, a Starbucks Gold membership would pay for itself in fewer than four months. And although the card can be loaded with any amount from $5 to $500, members can pay for their purchases using a Starbucks Card, cash or a credit card.
Members who then register their cards online get access to a complimentary birthday beverage, free Wi-Fi access for two hours each day, occasional family days when members can share their discounts and a members-only website, www.starbucksgold.com.
Members also are eligible for exclusive offers and discounts. Recently, a group of registered Gold Card members were invited to participate in a behind-the-scenes visit to the Starbucks Support Center in Seattle-complete with a personalized coffee cupping with Starbucks team of coffee blenders.
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