Question · Q1 2026
Lauren Silberman asked for a deeper understanding of the same-store sales momentum, particularly the non-rewards member growth outpacing rewards member growth, the drivers behind this differential, and opportunities to narrow this gap.
Answer
Brian Niccol, Chairman and CEO, explained the focus on winning with both rewards and non-rewards customers through broad marketing and relevant, culture-leading innovation. He noted that the Rewards customer base is growing through better engagement and personalization, rather than discounting, and expressed optimism for future enhancements to the Rewards program.
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