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

Starbucks Rewards is revamping its program to reward its most loyal customers the most by bringing back two status tiers and introducing an all-new top tier.

On Thursday, the chain said its newly revamped rewards program will make its debut on March 10. According to Starbucks, it will feature a new, three-tier membership structure that will allow for “greater earning power” for its 35.5 million active North American members.

Looking to promote margins and profitability, Starbucks tiers will return from March 10 as the coffee giant continues its turnaround strategy and seeks to reward loyalty.

The coffee chain will roll out the new version of Starbucks Rewards — with three tiers, and faster, more personalized rewards — on March 10