It took Starbucks too long to realize that NFT coffee was not that

Starbucks is pulling the plug on Odyssey, its Web3 rewards program that gave members access to collectible NFTs. The company updated its on Friday to let members know that the beta program ends on March 31st and they have just over a week left to complete all remaining activities (called trips). They will be closed on March 25. Users will not lose their Stamps (Starbucks NFTs) which are hosted on the Nifty Gateway, but will need to sign up for Nifty using their Starbucks Rewards email address to access them there if they don’t already.

Starbucks was late to the NFT game with Odyssey, which launched in beta in late 2022 — well after interest in digital collectibles had peaked. Unlike some other NFT ventures from big brands, however, it seems more than a quick cash grab is going for it. It transforms the rewards system by offering coffee-related activities and mini-games that encourage members’ continued participation.

In conversation with published just last month, Odyssey community manager Steve Kaczynski emphasized the community element, saying, “I saw that people who live in California in the Starbucks Odyssey community are really good friends with people in Chicago and have met in real life. life times. This would never have happened if it wasn’t for Web3. But it’s 2024, and both brands and consumers have long since given up on NFTs. (Of course, Forum3who is working with Starbucks on Odyssey, seems to be targeting AI).

Starbucks says the Odyssey marketplace, where members can buy and sell their brands, will move to the Nifty marketplace. They can also download their brands to trade on other platforms.