According to an article by Brady Brewer, chief marketing officer, and Adam Brotman, adviser at Starbucks, the multinational chain of coffeehouses and roastery appears to be particularly interested in emerging technology.
Starbucks is excited about the possibility of using Web3 and non-fungible tokens (NFTs) to establish a new, global digital community.
What if Starbucks could create a new, global digital community – a community defined by collaboration, experiences, and shared ownership – all centered around coffee to start, and then perhaps expanded into the many of the areas Starbucks has played in over the years as a coffeehouse; art, music, books and beyond?
Starbucks’ imagination was particularly captivated by NFTs and how they allow individuals to possess a programmable, brandable digital asset that also acts as an access ticket.
We believe NFTs have broad potential to create an expanded, shared-ownership model for loyalty, the offering of unique experiences, community building, storytelling, and customer engagement.
As a result, Starbucks intends to launch a series of branded NFT collections, the purchase of which starts community membership and grants access to special experiences and perks.
Starbucks aims to start with its first NFT collection, membership, and community later this year. It will come with a host of unique experiences and benefits, worthy of a genesis NFT collection from Starbucks.
A Starbucks Digital Community Web3 platform has the potential to pioneer the combination of an approachable, widely accessible front-end, backed by the right blockchain technologies that are fast and inexpensive.