File this in the same place as Amazon's shipping announcement today. Wall Street only ever wants to see growth. Easiest solution; encourage your biggest users to spend more per visit.
From CNN Money:
“Right now, customers receive gold status once they’ve earned 30 stars in a year. That’s loosely equivalent to visiting Starbucks 30 times, if you don’t get any bonus points along the way.
Gold members get a free food or beverage product after 12 stars.
But when the new points system launches, customers will have to earn 300 stars — or spend close to $150 — to reach gold status.
After that, they will need 125 stars (the equivalent to spending about $63) in exchange for a free item.”