Lavazza Has Launched New U.S. Loyalty Program

The coffee brand introduced a points-based rewards system for American customers to build loyalty.

Updated on Sept. 30, 2026 in Coffee

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Do you generally participate in brand loyalty programs to save money on your purchases?

Lavazza has officially introduced My Lavazza, a new loyalty program for customers in the United States. The initiative allows coffee drinkers to earn points, known as Beans, through online purchases, subscription services, and retail receipt uploads.

Why it matters

The company created the program to grow its U.S. market presence and cultivate stronger long-term relationships with consumers across its e-commerce and retail channels.

Members earn 1 Bean per $1 spent on the company website, with receipt uploads capped at 75 Beans each. The program features three tiers: Enthusiast (up to 299 Beans), Barista (300 to 799 Beans), and Maestro (800 Beans and up).

The players

Lavazza

This Italian coffee company is headquartered in West Chester, Pennsylvania, and operates as a global manufacturer of coffee products.

The details

Customers can accumulate points through interactive brand activities and are limited to uploading three retail receipts per month. Active subscription members are automatically assigned to the Barista tier upon joining the program.

September 30, 2026: Lavazza launched the My Lavazza loyalty program in the United States.

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Culture Shift

This program follows a documented trend of consumer packaged goods brands launching direct-to-consumer loyalty platforms to capture first-party data. By incentivizing repeat online purchases, Lavazza is aligning its U.S. strategy with the broader shift toward digital-first customer engagement.

Shoppers can earn Beans through both online purchases and by uploading retail receipts, though they must stay within the monthly three-receipt limit to maximize point accumulation. First-time subscribers should note their account status to ensure they receive the initial 50-Bean enrollment bonus.

The takeaway

Coffee drinkers looking to save on future purchases should monitor their point balances to move from the entry-level Enthusiast tier to higher rewards levels. Signing up for a subscription provides an immediate jump to the Barista tier, which may offer better value for frequent buyers.