Loyalty Program Trends 2026: 8 Moments That Stuck
Starbucks rebuilt its tiers. Chipotle relaunched without taking anything away. Pop Mart took its points to TikTok Shop. Here are the eight loyalty moments worth remembering from 2026, from the world's biggest brands to the ones we work with every day.
Some of the world's biggest loyalty programmes changed shape this year. Starbucks rebuilt its tiers, and members noticed. Chipotle relaunched and took nothing away. McDonald's started sorting members by how often they visit.
The moves that kept customers coming back weren't always the loudest. Here are the eight moments worth remembering before the year closes, from the world's biggest brands to the ones we work with every day.
The Loyalty Moments the World Talked About
1. Starbucks rewards changes 2026, and what members noticed first
In March, Starbucks Rewards in the US moved to three tiers, Green, Gold and Reserve. Gold and Reserve earn Stars faster and their Stars no longer expire. Green Stars now expire after six months. Redemptions got a value cap too. A 200-Star handcrafted drink now covers up to $10, and members pay the difference above that. (Loyalty360, iPhone in Canada)
The changes were built on feedback from 35.5 million active members. Plenty of them still said it felt like a step backward. One 15-year member summed it up.
"They're raising the prices, lowering the quality, and now taking away the rewards?"
A 15-year Starbucks Rewards member · via The TakeoutMembers judge any change against what they had yesterday. Lead with what they gain, and show it before you take anything away.
2. Chipotle's Rewards on Repeat, and a relaunch with nothing taken away
In April, Chipotle relaunched its rewards in the US and Canada as Rewards on Repeat. Free food drops now land every month, members pick their own birthday reward, and points stay active with one purchase a year instead of expiring after six months. Chipotle called the update fully additive. Nothing was taken away. (Chipotle)
It also took the programme to the counter. Nearly 90% of Chipotle's digital transactions are linked to Rewards, but only about 20% of in-restaurant ones. So the relaunch came with sign-up messaging on menus, cups and receipts, and an incentive for crew who sign up new members.
Starbucks and Chipotle both rebuilt their programmes this year, and only one could say nothing was taken away. And if most of your members join online, your counter is where the next ones are.
3. Pop Mart membership goes wherever its fans shop
Since 18 September, Pop Mart's US members earn one point per dollar across its stores, website, app and TikTok Shop, all synced to one account. New members who link an account get 50 welcome points. (Retail Tech Innovation Hub)
Customers buy wherever they find you. If points only count in one place, every purchase somewhere else is a visit you never see.
4. ShopeeVIP+ adds Netflix, and paid membership becomes a lifestyle bundle
Shopee's paid membership now includes a Netflix plan in the Philippines, Indonesia and Thailand, alongside free shipping vouchers and perks from Canva Pro, ChatGPT Go and Duolingo. (Context.ph)
In Southeast Asia, a paid tier is now measured against bundles like this one. Members pay when the value is easy to see and easy to use every month.
5. McDonald's tiers its rewards around how often people visit
In September, McDonald's said it will tier its loyalty programme by how often members come in. Frequent fans get faster points and early access to new menu items. Occasional guests get offers based on their favourite foods and family discounts. Lapsed members, up to 150 million people who signed up but stopped visiting, get birthday bonuses, surprise one-visit rewards and partner perks like Uber ride credits and Disney+. The programme already has nearly 220 million active members. (Restaurant Dive)
One offer for every member treats your best regular and your lapsed sign-up the same. Sort members by how often they visit, and give each group a reason that fits.
6. Best Western becomes WorldHotels, and a loyalty program gets a new name
Best Western's parent company renamed itself WorldHotels in October, and Best Western Rewards will merge into WorldHotels Rewards on 5 January 2027. (Skift)
A rebrand is a loyalty moment. Members want to know their points, status and perks are safe before they care about the new logo. For more on how hotels are building loyalty, see our hospitality report.
See which of these moves fits your programme
Eber helps F&B, retail and hospitality brands across Singapore, Malaysia and APAC build loyalty programmes members actually come back for. Tell us where yours is today.
Closer to Home, Rewards With Personality
The programmes that stood out this year gave members something they'd only get from that brand, whether that was a night out, membership value spread across the season, or a bit of play. Customers are spending more on how something feels. Global spending on experiences grew 2.6% from 2023 to 2025, compared with 0.8% for nonessential goods (McKinsey, State of the Consumer 2026).
Here's how four brands we work with brought that to life.
7a. Harry's made the reward a night out
Harry's Rewards in Singapore starts with free sign-up, member pricing, points on every spend and monthly exclusives. Eat, Play, Race takes it further, sending members across Clarke Quay, Boat Quay and South Beach to collect stamps. Every stop is part of the fun, and the next visit becomes part of someone's plans.
7b. Novela made its top tier worth paying for
Novela's VIP Gold membership costs S$120 a year. It comes with a S$160 welcome voucher pack, a S$90 birthday voucher pack, six free online deliveries and 5% cashback. When the value is that easy to see, renewing is an easy yes.
7c. Outback Steakhouse Hong Kong made membership a season to look forward to
Until 30 November, joining, upgrading or renewing Outback's Prestige membership unlocks four HK$100 coupons and a free appetizer combo. Members also get 25% off coupons released in waves through to mid-December. There's always a next reason to visit.
7d. Paris Baguette made every receipt a little exciting
Until the end of November, every $18 spent earns one chance to win. One receipt, one chance, and nothing to explain at the counter.
to win
at the counter
When a reward feels like the brand, members remember who gave it.
The takeaway from 20268. What to Take Into 2027
Four quick checks before your next planning meeting.
- Changing your programme? Write down what members gain before you write down what changes.
- Can members earn wherever they buy? In-store, online, delivery and marketplace.
- Is your top tier worth paying for? Add up the value a member gets in a year and compare it with the fee.
- Could a competitor give your best reward? If yes, find one only you can give.
We're putting together the bigger picture for 2027, built on what operators told us this year. More on that soon.
Sources: Chipotle · Loyalty360 · iPhone in Canada · The Takeout · Retail Tech Innovation Hub · Context.ph · Restaurant Dive · Skift · McKinsey, State of the Consumer 2026