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The Coffee Bean & Tea Leaf® launches a revived loyalty program nationwide with expanded reward options

The Coffee Bean & Tea Leaf® launches a revived loyalty program nationwide with expanded reward options

April 13 - 2024

Coffee Geography Magazine


An upgraded rewards program by The Coffee Bean & Tea Leaf® brand is launched for its loyal customers to serve their frequent coffee spending. The iconic Southern California favorite, serving coffee and tea for the past 60 years, rolled out its nationwide launch of its completely updated The Coffee Bean® Rewards app, which makes it easier and more convenient for members to earn points faster, experience more perks throughout the year, receive free beverages, and be able to customize their reward redemption options. 

"The new loyalty program on The Coffee Bean® Rewards app is designed to create a more engaging user experience and ultimately thank our guests for their loyalty with more rewards, points, regular discounts and guaranteed free drinks," said Dee Hadley, Head of Marketing, Americas. "It's also a way for members to discover all the beverages The Coffee Bean & Tea Leaf has to offer and to explore their favorites over and over again."

The loyalty members of The Coffee Bean® Rewards app who have had the app before 4/8 will earn 50 percent off their next beverage. New members who sign up will receive a special intro offer of one free beverage through 5/7. Starting 5/8, all new loyalty members will receive 50 percent off their next beverage. After the first check-in through the app, new members will unlock the "Discovery Pass," where they receive a free beverage for the first 30 days. As always, guests can order ahead, order for delivery, customize their drinks, and pay through the app. 

The current loyalty members will also now be able to level up in the new tiered program and earn rewards faster than ever before. As with all tiers, five points will be earned for every $1 spent and each tier has access to the 75-, 200-, 275- and 425-point redeemable rewards: 

• Purple Tier – No minimum points needed. 75 points will earn members a Free Drink Modifier, 200 points will earn a Free Baked Good, 275 points will earn a Free Brewed Coffee or Tea. Guests will also receive 50% off their next beverage and earn a Free Drink on their birthday that expires within three days. 

• Silver Tier – Guests must earn 2,500 points in a calendar year to remain in this tier. They will earn four free drinks per year (1 drink per quarter). Other perks include a Free Drink on their birthday that expires within three days. 

• Gold Tier – Guests must earn 5,000 points in a calendar year to remain in this tier. Rewards include free drinks every month (1 per month) without having to redeem any points and a Free Drink on their birthday that expires within three days.

International Coffee & Tea, LLC, doing business as The Coffee Bean & Tea Leaf[4] (sometimes shortened to simply "Coffee Bean" or "The Coffee Bean", often abbreviated as CBTL), is an American coffee shop chain founded in 1963.

The company was founded by Herbert Hyman (1931–2014) in September 1963, as a coffee service for offices. He and his wife, Mona launched the company to with highly selected coffee beans and started roasting and selling gourmet coffee in Los Angeles, opening the first Coffee Bean store in 1968 in the Los Angeles neighborhood of Brentwood. Innovations included selling whole beans and touting their country of origin and allowing customers to observe the beans being roasted and then to sample varieties before making a purchase. 

By the 1970s the firm had expanded to 10 stores in Southern California and had added exotic teas to the menu. In the summer of 1987 an employee brought a blender to a Westwood store where he mixed together ice, coffee extract and chocolate powder, paving the way for the company's signature Ice Blended drinks. With the invention of the Ice Blended, the chain saw a surge in popularity. The drink was a predecessor to the Starbucks Frappuccino. In 1991, when it was first planning to expand into Los Angeles, Starbucks unsuccessfully tried to purchase the firm but CBTL decided to continue solo. The opening of Starbucks stores in Los Angeles unexpectedly helped Coffee Bean's business, by driving curious customers to the area.