The Program Structure

Lavazza is entering the U.S. loyalty arena for the first time with My Lavazza, a points-based rewards program that went live September 23 — six days ahead of National Coffee Day. The Italian coffee brand, which posted global turnover of over €3.9 billion and operates across 140 markets, is now asking U.S. coffee buyers to create an account at mylavazza.lavazzausa.com and start accumulating points called "Beans."

The program runs on a three-tier ladder: Enthusiast (0–299 Beans), Barista (300–799 Beans), and Maestro (800-plus Beans). Members earn 1 Bean per $1 spent through lavazzausa.com. In-store purchases at authorized retail partners generate up to 75 Beans per receipt, with a cap of three receipt uploads per month — a direct play to capture basket data from the off-premise channel where the bulk of packaged coffee volume moves.

Subscription carries the strongest earn rate. Members on an active Lavazza My Way subscription auto-advance to the Barista tier, collect a 50-Bean first-time bonus, and earn 2x Beans on every delivery. For operators evaluating dispensed beverage and subscription-adjacent models, that multiplier is designed to keep consumers anchored to the Lavazza ecosystem rather than rotating between competing premium coffee SKUs.

Beyond the Purchase

Lavazza is layering non-transactional earn opportunities on top of purchase points — a tactic that loyalty program designers across the foodservice and convenience channel have leaned into as a way to drive app engagement between shopping trips. Members can enter codes from inside Lavazza Tablì tab packaging (1 Bean per capsule or tab), complete quizzes and surveys via a My Lavazza dashboard, and enter a monthly sweepstakes — no purchase necessary — for a chance at Lavazza products and branded rewards.

"As we continue to expand our presence in the U.S., we're focused on building a stronger relationship with customers across every place they experience Lavazza," said Daniele Foti, Lavazza North America Marketing VP. "Whether through our foodservice partners, at retail, online or directly through our own channels, we want to engage with customers wherever they find us."

That "every place" framing is notable for c-store buyers and foodservice operators who stock Lavazza on the forecourt or in café-format back-of-house programs. Cataldo De Franco, Senior Vice President of E-Commerce at Lavazza North America, called the program "an important step in growing our community and strengthening our presence within the digital environment."

C-Store Operator Angle

For single-store operators and regional chains carrying Lavazza in whole bean, ground, or capsule formats, My Lavazza adds a consumer pull mechanism that doesn't require proprietary in-store infrastructure. The receipt-upload mechanic means any authorized retail partner — including convenience locations — can feed the loyalty loop without a POS integration. That's a low-friction path to participation compared to the deep tech lifts required by many national chain loyalty programs.

Premium coffee continues to be one of the higher-margin inside-sales categories in the convenience channel. As major players like Wawa, Sheetz, and Casey's invest in proprietary dispensed beverage programs and branded loyalty apps, CPG coffee suppliers capable of bringing loyalty infrastructure — and the consumer engagement data it generates — to the table strengthen their position on the planogram. Lavazza's 130-plus-year brand heritage and €3.9 billion global scale give it credibility in the premium tier that many private-label or regional roaster competitors cannot match.

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.