Starbucks, the global coffee chain, bids farewell to its Odyssey Beta program, signalling a substantial departure from blockchain rewards in the foreseeable future. The Seattle-based company informed customers via email and website updates, citing the need to evolve the program for future initiatives.

The program, renowned for its integration of blockchain technology into customer loyalty schemes, initially captured attention upon its launch in late 2022. However, Starbucks officially announced the closure of the Odyssey Beta program, slated for March 31.

Participants in the program have until March 25 to conclude any pending activities and redeem accumulated rewards, including non-fungible tokens (NFTs) stamps, through the “journeys” reward system.

Although the exact number of job cuts resulting from this decision remains unclear, Starbucks’ community lead, @NFTbark, shared a heartfelt statement expressing gratitude for the experiences gained while acknowledging the emotional impact of the program’s discontinuation.

Despite the sentimentality attached to departing from Starbucks and the Odyssey program, @NFTbark remains optimistic about embracing the uncertainties ahead.

While Starbucks promises to “evolve” its loyalty initiatives, members of the Odyssey program await communication regarding final benefits. Points are set to expire with the program’s conclusion, but Odyssey Stamps will remain accessible through Nifty Gateway for continued trading.

Though Starbucks discontinues its NFT program, it remains committed to exploring new avenues for community engagement. This move by Starbucks echoes similar decisions by major corporations, such as Meta and CNN, to cease their involvement with NFTs in recent times.