Major coffee retailer Starbucks said on Friday afternoon it will be ending its NFT-enabled customer loyalty program, dubbed Odyssey.

The program will close on the last day of March. “The Starbucks Odyssey Beta must come to an end to prepare for what comes next as we continue to evolve the program,” Starbucks said in an update to the program’s FAQ page. 

The NFTs customers could earn through Odyssey, called Stamps, will be transferred to the NFT platform Nifty Gateway, where they can continue to be bought and sold, Starbucks added.

It’s the latest in a growing trend of non-crypto companies sunsetting NFT programs they started up a couple years ago. Video game venue GameStop shut down its NFT marketplace in January, citing regulatory concerns. Also that month, social media platform X discontinued support for NFT profile pictures. X competitor Meta wound down its own NFT program earlier in 2023. 

Starbucks Odyssey launched via a partnership with Polygon in September 2022. 

Source: Jack Kubinec – blockworks.co