Earlier quoted context omitted.
That would make sense. There’s also the customer loyalty factor. I use the Starbucks app a lot (probably too much if I’m being honest), and all of the “stars” and “challenges” definitely work in terms of gamification. PS you can pry my caramel macchiato from my cold, dead, jittery hands.
It’s win-win: Starbucks keeps their most loyal customers loyal and likely uses the “unspent” money to subsidize the loyalty program.
While they get $25 in cash, they also get $25 in obligation/debt to you (eg: they owe you $25 in products). If you don’t use it, after a jurisdiction dependent time, it goes to the jurisdictions treasury (at least in some areas). Or in other words they can’t count that $25 as money they have until you the use credit.
It’s probably more complicated than this as I’m not an accountant.