The Program Structure
Lavazza, the Italian coffee group with annual turnover exceeding €3.9 billion, has launched My Lavazza — its first consumer loyalty program in the United States — timed to coincide with its National Coffee Day online sale on September 29. The program introduces a points currency called Beans, redeemable for Lavazza discounts and third-party digital gift cards, and marks a deliberate step by the 130-year-old family-owned brand to deepen its direct-to-consumer presence in one of the world's most competitive premium coffee markets.
Membership is structured across three tiers: Enthusiast (0–299 Beans), Barista (300–799 Beans), and Maestro (800 or more Beans). Members earn 1 Bean for every $1 spent at lavazzausa.com or at authorized retail partners — with in-store purchasers able to upload up to three receipts per month, earning up to 75 Beans per receipt. Subscribers to Lavazza's My Way subscription service automatically advance to the Barista tier, collect a 50-Bean bonus on first subscription, and earn 2x Beans on every subsequent delivery. Capsule and Tablì tab purchasers can also enter product codes to earn 1 Bean per unit consumed.
Why It Matters
Beyond transactional earning, the program incorporates engagement mechanics — quizzes, surveys, and dashboard "Missions" — that allow members to accumulate Beans without a purchase. A monthly sweepstakes with no purchase required adds a further acquisition layer. The architecture reflects a broader industry shift toward first-party data capture as third-party cookie deprecation tightens digital targeting options for consumer packaged goods brands. For a company active in 140 markets with more than 9 manufacturing plants across 5 countries, a proprietary loyalty database in the U.S. represents meaningful infrastructure for future segmentation and retention analytics.
"My Lavazza takes our consumer experience to the next level and deepens our relationship with our loyal followers, all while recognizing them for their engagement with our products and initiatives," said Cataldo De Franco, Senior Vice President of E-Commerce at Lavazza North America. De Franco framed the launch as "an important step in growing our community and strengthening our presence within the digital environment."
Competitive Context
The launch arrives as premium and super-premium coffee brands intensify competition for subscription and repeat-purchase revenue in the U.S. retail channel. Rivals including Nespresso and Keurig Dr Pepper's portfolio brands have long operated structured loyalty or subscription frameworks; Lavazza's entry into that field signals the brand is moving beyond wholesale and foodservice distribution toward a direct relationship with end consumers. Daniele Foti, Lavazza North America Marketing VP, acknowledged the multi-channel intent explicitly, citing foodservice partners, retail, online, and owned channels as simultaneous engagement surfaces.
For foodservice operators and specialty retailers already carrying Lavazza — whose portfolio also includes Carte Noire, Merrild, and Kicking Horse — the program could generate measurable lift in authorized retail partner volumes, given that in-store receipt uploads are part of the earn mechanism. That integration may prove a differentiating factor for retail and on-premise accounts evaluating premium coffee partnerships heading into 2027. Industry analysts covering consumer loyalty trends in foodservice have noted that gamified, multi-channel earn structures consistently outperform single-channel programs on 90-day retention metrics.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
