But store traffic is what is keeping them afloat, and their high margins. They dumped their Verismo system (and I bought one at closeout pricing, it sits, unopened) and had made so many mistakes, and yet so many that were closed down that I would have thought were doing well. The online store seemed to be doing well, although it did make me dislike going into their overly small stores because they had very little stock. I get the 'small coffee shop' motif they were going for, but for the number of products they had, they needed better support. Typing this, I guess I realize what they were/are doing: Going back to being 'just a coffee shop'. We liked the Verismo system, and buying the jugs of their skinny vanilla latte (they even had an almond version for a few years) coffee, even buying it on vacation too.
Maybe they should just go all coffee shop, and drop all of their grocery options. (There was a different brand that had a 'lo-cal vanilla latte', but it tasted like it went through the wrong plumbing of a rhino, so I was not surprised when it disappeared (I think they used 'monk fruit' in it. YUCK!!)
But, dropping rewards is losing a connection with their customers. I loved finally getting my 'Gold Card'. It was a happy day. (I know, simple life at the time) And loved whipping it out while traveling. I had a collection of special edition cards too. Hmm...