It seems Starbucks is heading into tough times. Once heralding, “We don’t need a Rewards Program”. Insisting their products warranted superior price because of the superior quality and atmosphere of there retail locations. Now, due to “tight budgets” Starbucks must rethink it’s position. They have. Last month Starbucks introduced a loyalty program rewarding their Starbuck’s Card holders with free wi-fi, drinks and upgrades. Bruce Horovitz of USA Today writes about the peculiarities of the program in his article titled - Starbucks offers new flavor: Free Wi-Fi. He explains the Wi-Fi and non-Wi-Fi rewards programs interjecting quotes from market analysts along the way.

Just how this “perceived” resession will affect the coffee giant is yet to be seen but by the tone of their actions it’s hurting.