Starbucks is preparing to launch an updated version of its loyalty rewards program. Advertisement: Scroll to ContinueThe announcement follows Starbucks CEO Brian Niccol’s pledge last year to launch “significant innovations” in the company’s rewards program. A CNBC report on the rollout notes that Starbucks has offered rewards since 2009, with transactions tied to the program making up 60% of its revenue last year. On an earnings call, Niccol said the company recorded growth in rewards transactions and non-rewards transactions for the first time in nearly four years. “So, two things happened: people came back to the brand, and we also drove engagement or more frequency with our existing customers,” Niccol said.