Lavazza has launched its first US loyalty programme with digital gift cards among the redemption options, giving the coffee company a way to reward purchases made both directly and through retail partners. My Lavazza was announced on September 23, ahead of National Coffee Day. [S01]
Members collect points called Beans and can exchange them for Lavazza discounts, retailer gift cards and other rewards. The offer connects a packaged-goods brand's retail sales with a digital reward account, extending the relationship beyond customers who buy from its own website.
Retail receipts join direct purchases
The programme awards one Bean per dollar spent. Purchases on LavazzaUSA.com earn points automatically, while customers buying at authorized retailers can submit up to three receipts a month, earning no more than 75 Beans per receipt. The company also provides earning opportunities through selected packaging codes and activities such as quizzes and surveys. [S01]
The receipt route is commercially significant because it gives Lavazza a way to recognize purchases that occur outside its own checkout. Customers have a reason to identify those transactions to the brand, and the rewards account can bring their online and store activity into the same programme.
Lavazza also links the scheme to its My Way subscription service. Active subscribers move directly to the Barista tier; first-time subscribers receive a 50-Bean bonus and earn double Beans on subscription deliveries. The three announced membership levels are Enthusiast, Barista and Maestro.
The programme terms specify one Bean per eligible US dollar at the standard rate and two on qualifying active My Way subscription orders. Eligible spend excludes taxes, shipping and other excluded amounts. Subscription status does not double the rate on one-time purchases or retailer receipts. The terms express the retailer receipt ceiling as $75 of eligible purchases per receipt, while the launch describes the resulting 75-Bean ceiling at the standard rate. [S03]
Beans earned per eligible US dollar
The terms distinguish the standard earning rate from qualifying active My Way subscription orders.
Beans per USD
Tap or hover for details. All values are also available in the data table.
Source
Qualifying net spend excludes taxes, shipping and other excluded amounts. The subscription rate applies only to qualifying subscription orders while active and in good standing, not to one-time or retail purchases. These are earning rates, not redemption or cash values.
Show data tableHide data table
| Category | Published earning rate |
|---|---|
| Standard qualifying purchase | 1 Beans per USD |
| Active My Way subscription order | 2 Beans per USD |
Gift cards widen the reward choice
Retailer gift cards offer a use for accumulated points beyond buying more coffee. The launch release describes a range of retailers but does not identify the fulfilment provider, list the participating gift-card brands or publish a universal conversion rate between Beans and dollars. Those details should not be inferred from the one-Bean-per-dollar earning rule.
The public catalogue observed on October 19 now identifies individual retailer rewards and their Bean prices. Examples range from a $5 Chewy gift card for 300 Beans to a $50 Target gift card for 3,000 Beans. The chart records six named offers directly; it does not infer an exchange rate for every reward. Lavazza-branded vouchers are also listed at different Bean prices, reinforcing that the earning rule is not a universal redemption formula. [S04]
Published Bean prices for six retailer gift-card rewards
Six specific rewards shown in the live US catalogue on October 19, 2026; face value in each label is US dollars.
Beans
Tap or hover for details. All values are also available in the data table.
Source
Each observation is a named reward and its displayed Bean requirement. This selection is not the full catalogue, a universal Bean-to-dollar conversion, a cash redemption rate or evidence of completed redemptions. Rewards and thresholds can change.
Show data tableHide data table
| Category | Beans required |
|---|---|
| Chewy $5 | 300 Beans |
| Walmart $10 | 600 Beans |
| Amazon $15 | 900 Beans |
| Nordstrom $20 | 1,200 Beans |
| Airbnb $25 | 1,500 Beans |
| Target $50 | 3,000 Beans |
The live programme page confirms that membership is for US residents aged 18 or older with a LavazzaUSA.com account. Its FAQ excludes commercial purchasers, including foodservice operators, retailers and resellers. It also says unused Beans expire at the end of each 12-month cycle measured from enrolment, with at least 60 days' notice before expiry. [S02]
The published terms give a different advance-notice window: between 30 and 90 days before expiry, compared with the homepage FAQ's stated minimum of 60 days. Both describe the enrolment-anniversary cycle, but their notice wording is not identical. The documents reviewed do not resolve that discrepancy. [S02] [S03]
Lavazza North America executives Daniele Foti and Cataldo De Franco framed the launch around building closer relationships across retail, online and direct channels. For the family-owned Italian coffee group, the US programme adds a structured reason for repeat engagement alongside its existing distribution business. [S01]
The announcement provides no enrolment target, reward budget or redemption forecast. Its immediate contribution to the gift-card market is a new loyalty channel in which purchases of a consumer brand can generate demand for retailer rewards.
In this article
Maya Bennett
Maya Bennett covers customer loyalty, employee rewards and incentive programmes for Gift Card News.