Premium coffee brand Lavazza is making its first formal move into U.S. loyalty and CRM infrastructure with the launch of My Lavazza, a tiered rewards program that spans direct e-commerce, brick-and-mortar retail, and subscription fulfillment. The program, live now at mylavazza.lavazzausa.com, positions Lavazza to build a first-party data asset as competition for the premium at-home and foodservice coffee consumer intensifies.
How the Program Works
Members accumulate points branded as "Beans" at a baseline rate of 1 Bean per $1 spent on LavazzaUSA.com. The program operates three tiers — Enthusiast (0–299 Beans), Barista (300–799 Beans), and Maestro (800-plus Beans) — with accelerated earning built in for high-value behaviors. Active subscribers on the Lavazza My Way subscription plan are automatically elevated to Barista status and earn 2x Beans on every delivery, plus a 50-Bean bonus at first sign-up. Offline purchases are addressed through a receipt-upload mechanic: members can submit up to three in-store receipts per month from authorized retail partners, earning up to 75 Beans per receipt. A unique code-entry path for Tablì tab and capsule packaging adds another earn vector tied to physical SKU engagement.
Beyond transactional earning, the program includes a Missions dashboard where members complete quizzes, surveys, and interactive brand activities for bonus Beans. A monthly sweepstakes — no purchase required — offers three entries per member for Lavazza products and exclusive experiences, a mechanism designed to sustain engagement between purchase cycles.
Redemption options include Lavazza discounts and digital gift cards from a broad retailer network, giving the program currency flexibility that extends beyond Lavazza's own product catalog.
The Operator and Market Angle
For hospitality and foodservice operators, Lavazza's loyalty architecture is a signal of where premium coffee brands are heading: deeper digital integration across every channel touchpoint. Lavazza explicitly references its foodservice partner network as part of the consumer journey its executives want to capture. "Whether through our foodservice partners, at retail, online or directly through our own channels, we want to engage with customers wherever they find us," said Daniele Foti, Marketing VP at Lavazza North America. The program's cross-channel design — blending e-commerce, subscription, in-store receipt scanning, and packaging codes — mirrors the omnichannel CRM playbooks that quick-service and fast-casual operators have deployed through platforms covered in our loyalty and CRM coverage.
The U.S. launch follows a period of significant investment in the domestic market by global coffee groups, as brands seek to convert habitual buyers into identifiable, addressable consumers. First-party data collection is the strategic subtext here: the receipt-upload and code-entry mechanics generate purchase-level intelligence from retail channels where Lavazza previously had little visibility. That data layer has direct implications for targeted promotions, subscription conversion funnels, and downstream partnership opportunities with foodservice accounts.
The timing — days before National Coffee Day on September 29 — is deliberate, using an existing consumer moment to seed the initial member base through Lavazza's online Coffee Day Sale. Cataldo De Franco, Senior VP of E-Commerce at Lavazza North America, framed the launch as "an important step in growing our community and strengthening our presence within the digital environment," underscoring that the program is as much a digital infrastructure investment as a marketing initiative. Operators tracking how CPG coffee brands are building direct digital relationships — and what that means for foodservice channel dynamics — should watch My Lavazza's rollout closely. For more context on how loyalty mechanics are reshaping beverage and restaurant technology, the program's structure offers a useful reference point.
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.
