During the financial reporting activity in the second quarter of 2022, Starbucks CEO Howard Schultz and Brady brewer, executive vice president and chief marketing officer, disclosed to investors that the coffee chain is considering entering the web 3 field Brady brewer further explained: "imagine buying a digital collection from Starbucks and using it as a passport for a global community that will bring coffee centric, engaging content and collaborative experience.".
(figure from:)
In a blog post, the company made it clear that it plans to build a series of brand NFT collections and distribute their ownership to early participating members of the community to provide exclusive access experience and related benefits.
Obviously, Starbucks hopes to enhance customer loyalty through digital collections. As for the theme of the NFT series, it is said to cover the content of tradition and innovation, as well as the global cooperation with other brands.
Howard Schultz, CEO of Starbucks, who had strongly opposed (or even secretly supported sabotage) the establishment of a guild under great pressure, has admitted that the company has not done enough in this regard.
As shown in the video clip, Howard Schultz managed to find someone to invest in the series of NFTs and explained many non homogenous token projects last year.
So far, it is unclear which blockchain (or across multiple blockchains) the company will choose to base on.
Starbucks is going to get into the NFT business(via)
However, one thing is certain that the company will try to choose an energy-saving version that is more eco-friendly.