What changed in the Manner coffee manner points program?

Manner updated its membership points rules starting in 2025, clearing consumption points every two years and wiping out all points earned before 2025 by December 31 of that year. Redemption thresholds rose at the same time, with a stainless steel straw cup going from 120 to 220 points. Members earn just 1 point per 5 yuan and only through mini-program orders with in-store pickup.

The backlash stems from a single earning channel, a long accumulation cycle, and no membership tier system, which regulars say makes the coffee manner points feel worthless to keep yet hard to abandon. Delivery-only customers face an even slower path to rewards. Some long-time members have started considering other brands, a reminder that loyalty programs need visible value to hold customers.

Recently, Manner's official mini-program quietly updated its membership points rules. Starting in 2025, consumption points will be cleared every two years, and existing points accumulated before 2025 will also be fully reset to zero by the end of that year. As soon as the news broke, many long-time members expressed surprise. What's even more frustrating is that the redemption thresholds for some items in the points mall have also been raised simultaneously—a stainless steel straw cup that could originally be redeemed for 120 points now costs 220 points. With a single acquisition channel, a long points-accumulation cycle, and no membership tier system, the combination of these problems has led many regulars to lament that the points in their hands are "tasteless to eat but a pity to throw away," and some have even begun toying with the idea of switching to other brands.

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Recently, many Manner members opened the official mini-program, originally just wanting to see what they could redeem with the points accumulated from their long-term spending, only to discover that the brand had quietly tampered with its membership points rules in the new year.

According to screenshots of the rules shared by netizens, Manner has adopted a two-year clearing strategy for member consumption points starting in 2025. Points already accumulated in users' accounts before 2025 will be completely cleared on December 31, 2025.

Such a sudden adjustment caught a large number of users off guard. According to some long-time members, when ordering through the mini-program, only 1 consumption point is accumulated for every 5 yuan spent, while spending on other platforms does not count toward points at all. In other words, for ordinary customers to accumulate a certain number of Manner points, there is almost only one path: long-term ordering through the mini-program and picking up in store.

For some people, if there happens to be a Manner near their home or office, grabbing a cup of coffee on the way every day can slowly add up to the points they want over time. But for consumers who can only get Manner through delivery in their daily lives, the points-accumulation cycle is stretched out considerably.

For this very reason, many regulars believe that Manner points, which can only be obtained through the mini-program, are not friendly to ordinary customers and are quite laborious to accumulate. "Only those who order for the whole company or work unit every day can rack them up," "For an individual ordering normally, it's very hard to accumulate enough points to redeem a gift you actually want," "It's already hard to accumulate, and there aren't usually any doubling events either, really."

Some sharp-eyed members also noticed that Manner didn't just change the points rules—the number of points required to redeem certain items in the points mall was raised as well. For example, a stainless steel straw cup could be redeemed for just 120 points last April, but after the points mall update, this cup now requires 220 points.

After finally accumulating enough points, only to find they can no longer afford the gift they originally wanted, many customers can only smile bitterly at the situation, joking that after a year of hard spending, they've drunk plenty of coffee but simply can't keep up with the inflation rate of Manner's points mall.

Jokes aside, many long-time customers still have quite a few complaints about the official adjustment to the points rules this time. They point out that Manner's points acquisition channel is too single, which invisibly increases the difficulty for long-term users to collect them. Moreover, compared with chain brands such as Starbucks and Luckin that have membership tier systems, Manner's membership model without tiers means the benefits users can redeem with their points are pitifully few.

Now, once hard-to-accumulate points pass their time limit, they are cleared by the system, and the limited points cannot redeem prizes whose value has risen. With all these situations piling up, some users admit frankly that if they don't visit the store frequently, the consumption points Manner gives are almost useless, and they can't muster the energy to keep spending and keep accumulating points.

Looking at the points in their accounts that can't redeem the merchandise they want, regulars sigh that these points in hand are like chicken ribs—"tasteless to eat but a pity to throw away." Some of them say that after the points on hand are cleared, they may give up on Manner and turn to other brands with more substantial membership benefits.

Image source: Xiaohongshu

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The above content is compiled by CoffeeHunters, a coffee news website.