Starbucks Odyssey Goes Live in Beta

Starbucks launched the company's Web3 'Odyssey' beta on Thursday, initially available for a select group of customers and employees in the US.

The experience allows members to complete a series of interactive activities called 'Journeys', which earn collectible 'Journey Stamps' and 'Odyssey Points'. The rewards are NFTs (on the Polygon blockchain) that unlock access to new benefits and immersive coffee experiences.

Examples of activities that can earn rewards include a virtual trip to a coffee farm in Costa Rica, interactive games, and trivia about Starbucks' heritage, according to the release. 

NFT marketplace Nifty Gateway is powering the Starbucks Odyssey market, where members will soon be able to purchase Stamps using a credit card (no crypto wallet required). 

“Starbucks has a history of harnessing emerging technology to innovate on behalf of our customers and making it easily accessible and approachable for the mainstream,”  Brady Brewer, Starbucks executive vice president and chief marketing officer, said in the release. “Our innovative spirit and the desire to continuously exceed the expectations of our customers has led to the launch of Starbucks Odyssey.”

Three levels of reward tiers will be available for redemption, with examples including a virtual espresso martini-making class, unique merchandise and artist collaborations, and exclusive trips and events. 

Invitations will be sent to a wider group of members on the waitlist monthly, starting in January 2023.