Starbucks ups perks as rivalry brews

Starbucks China on Thursday unveiled major upgrades in its rewards program in China amid its promotional activities in an effort to gain more consumers in fierce competition of the on-premise coffee sector.

The second-largest coffee chain house in China after Luckin Coffee by store number announced major perks in its Starbucks Rewards membership program, which involves about 100 million members, including measures to introduce a new Diamond Star Card membership tier offering personalized and richer experiences, exclusive gifts and superior services. Starbucks is also collaborating with hospitality operator Hilton Group for the first time to innovate the membership experience.

"This is the most groundbreaking upgrade since the establishment of the Starbucks Rewards program," said Molly Liu, executive vice-president and co-CEO of Starbucks China.