Public sentiment on Starbucks plunged after the company revamped its loyalty program, suggesting the coffee chain may have an uphill battle with its most frequent customers.
The company's "buzz" score — a measure of positive or negative sentiment around a brand — dropped from 60 to 29 in just eight days, according to YouGov BrandIndex. (Scores range from -100 to 100 and are gathered from people who have made Starbucks purchases in the last 30 days.)
Prior to the dip, Starbucks' scores had been trending near their highest levels in the recent past.
"While we cannot speak to the leading methodology of the survey, I can confirm that we have seen an increase in new member acquisition since we announced the updates to our Starbucks loyalty program last week," a Starbucks spokeswoman told CNBC.