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In an email to customers yesterday, Starbucks disclosed the parameters of its new Gold Card program, saying that for a $25 annual fee, patrons will get 10 percent off most purchases at US Starbucks cafés.

According to the email, customers who register their Gold Cards online will be entitled to what is described as “top shelf” treatment, though the specifics of the program, other than discounts, are not delineated.

Further details are to be made available next month.

KC's View:
Speaking as a regular Starbucks user who got the email, I have to say that I found the email to less satisfying than a latte … and it didn’t really give me a compelling reason to spend the $25 on the Gold Card. Maybe the knockout punch will come later…we’ll see.