This is a rewards program for Starbucks. The target for the sales promotion are existing customers who frequent the coffee shops. In doing so, Starbucks reinforces the consumers. This sales promotion is franchise building because it creates a positive image for the brand.
Starbucks Adds Lyft Drivers to Growing My Starbucks Rewards Program | Find out more about the multi-year deal that will increase value for current customers, attract new customers, reward Lyft drivers and explore a transportation benefit for Starbucks partners (employees) here: http://www.customerinsightgroup.com/loyaltyblog/starbucks-adds-lyft-drivers-to-growing-my-starbucks-rewards-program