Coffee giant Starbucks is modifying the Starbucks Rewards loyalty program on March 10 with a new tiered structure—Green, Gold and Reserve—that introduces faster Star earning, additional perks, and expanded redemption options for its 35.5 million active U.S. members.

Starbucks released a long-term forecast and shared more details about how it plans to hit those financial targets at an investor presentation.

The coffee giant is introducing a three-tier loyalty system plus new incentives, in-app challenges, and bonus points for frequent visitors.

Starbucks also expects changes to its loyalty program to boost sales. A three-tiered program set to start March 10 in the U.S. and Canada will have various benefits for Green, Gold and Reserve members. Starbucks has 35.5 million active loyalty members in the U.S. alone.

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Starbucks has an advantage in the mornings with coffee. Now, it wants to lure people back later in the day with a different type of caffeine boost.