Starbucks has announced the closure of its Odyssey Beta Program, an initiative that combined the company's Starbucks Rewards loyalty program with NFTs to enhance customer experience. Launched in December 2022 in closed beta, the program will officially end on March 31, 2024. It offered NFT-based rewards minted on the Polygon blockchain. The decision to sunset the program also includes shutting down its associated Discord server next week. This move has led to a range of reactions, including disappointment from the Odyssey Community Team and concerns over the future of web3 and NFT initiatives in consumer loyalty programs. Starbucks has stated that the Odyssey marketplace will transition to the Nifty marketplace as the company explores new developments.