I'm not sure. I really think that Starbucks thought that they'd get more foot traffic when in all actuality fewer people are going to malls unless it is for specialty goods, foods, and services.
I think they sure could've advertised more such as with they do they Starbucks app., etc. Tea drinkers could've formed the rewards as the coffee account holders do. We'll see what happens here, perhaps they'll get more creative to keep them open and profitable.
Thanks for reading!