“It’s where the intersection between digital and physical starts to get interesting,” said Chris Bruzzo, vice president of brand, content and online at Starbucks. “Starbucks loves that, because we’re always looking for that intersection, which we think is the evolution of social networks.”
Starbucks plans to use Foursquare data less for business intelligence and more for getting feedback about what customers like and do not like, Mr. Bruzzo said. Frequent customers will also get rewards.
Starbucks customers earn the barista badge after checking in to five separate shops. The coffee chain is still figuring out how to reward people for frequent visits.