Acts of loyalty
Chains are trying new strategies for bolstering loyalty. The most controversial may be Starbucks' new approach. Customers now rack up stars based on dollars spent, not visits. The promise is speedier service, since the system deters guests from ringing up items separately. But customers have criticized the new payback system, saying it's a push for higher checks and a possible yellow light for visiting more than once a day. The summer could be the test of whether the new arrangement is a plus or a detriment to the king of loyalty.