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The My Starbucks Rewards program was launched in 2009 and gives people free drinks and food based on the number of points earned. Customers earn one point for every purchase at Starbucks cafes, regardless of how much they spend. There is no fee to enroll. The company's previous loyalty program cost $25 a year and gave members 10 percent off purchases. Starbucks shares rose 60 cents to close at $57.43.
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