Starbucks, the renowned coffee chain, is set to discontinue its NFT-focused customer loyalty program called Odyssey by the end of March, paving the way for a more promising venture. However, existing NFT customers will have the option to continue earning Stamps through Odyssey, which will transition to the NFT platform, Nifty Gateway, for trading.

This move aligns with the trend of non-crypto businesses discontinuing previously offered NFT schemes. GameStop shut down its NFT space in January due to certification issues, while X and Meta also ceased their NFT initiatives in 2023.

Odyssey, built on the Polygon blockchain, enables users to earn NFTs or Journey Stamps by engaging in various games and activities, offering special perks and the ability to acquire limited edition NFTs.

Starbucks plans to repurpose the Odyssey space into a Nifty NFT hub, allowing users to buy, sell, and transfer their Odyssey stamps. The company appears optimistic about its future endeavors.

Former Starbucks Chief Digital Officer, Adam Brotman, spearheaded this initiative through his venture, Forum 3. Brotman and co-founder Andy Sachs have shifted their focus from Web3 to generative AI, as reflected in their new tagline, "Where AI meets Digital Transformation."

Steve Kaczynski, the Program Head and Co-Author of Everything, revealed to TechCrunch that the Odyssey program boasted over 58,000 participants, with some achieving the highest level by purchasing NFTs from secondary markets.