15 Loyalty Programs That Were Weirdly Complicated
These loyalty programs often left customers confused, frustrated, or disappointed because of overly complicated rules, fine print, and poor redemption value.
- Alyana Aguja
- 4 min read
Loyalty programs are supposed to reward customers, but many big companies have made them unnecessarily complex. From United’s maze-like mileage rules to Panera’s unpredictable “surprise rewards,” participants were often left confused about what they were actually earning. These examples show how poorly designed systems can undermine brand loyalty instead of strengthening it.
1. Airline MileagePlus by United Airlines
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United’s MileagePlus once required customers to juggle multiple tiers, blackout dates, and confusing mileage expiration rules. The calculations for earning and redeeming points shifted from distance flown to dollars spent, which left many travelers scratching their heads. People often had to consult long charts just to know if their miles even counted.
2. Hilton HHonors (before rebranding to Hilton Honors)
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Before Hilton simplified its program, HHonors had complicated conversion rates when transferring points between airlines, hotels, and credit cards. Members frequently complained that they could not easily calculate how many points they needed for free stays. The system left guests guessing whether they were actually getting good value.
3. American Express Membership Rewards
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While Amex offered flexibility, the transfer ratios and different redemption rates made it confusing for the average cardholder. A point could mean vastly different things depending on whether it was used for travel, gift cards, or merchandise. Many users found themselves buried in fine print.
4. My Coke Rewards
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Coca-Cola’s loyalty program had customers type in long codes from bottle caps and packaging just to earn a handful of points. The codes were notoriously hard to read and could only be redeemed for limited items with constantly changing point values. Fans often joked that the effort outweighed the reward.
5. Delta SkyMiles (nicknamed “SkyPesos” by critics)
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Delta’s program faced criticism for constant devaluations and confusing award charts. Members never knew how many miles they needed because pricing was dynamic and inconsistent. This uncertainty left many travelers frustrated and disillusioned.
6. Best Buy Reward Zone (before being replaced by My Best Buy)
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Best Buy’s old program required customers to track points that only converted into $5 certificates after hitting 250 points. The certificates also had expiration dates, which pressured people to spend quickly. Customers often lost their rewards before they could use them.
7. Starbucks Rewards (before the simplified system)
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Before changes, Starbucks required customers to collect “stars” based on visits rather than money spent, which led to confusion about value. Rewards could only be redeemed at specific tiers, meaning some purchases did not qualify. Customers found it overly complicated for just getting a free coffee.
8. Blockbuster Rewards
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Blockbuster tried to keep customers loyal with free rentals, but the system was full of restrictions. Members had to track how many movies they rented and which titles were eligible for rewards. It quickly became overwhelming, especially as late fees also piled on.
9. Panera Bread MyPanera
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Panera’s loyalty program baffled many because it offered “surprise rewards” instead of a clear point-based system. Customers could never predict what they were working toward or how long it would take. This mystery model frustrated regulars who just wanted a free sandwich.
10. Sephora Beauty Insider (in its early years)
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Sephora’s loyalty program originally used a tiered system where points expired after a certain time, making it tricky to save up for big rewards. Customers often found they had to spend more just to keep their points valid. The lack of transparency made beauty fans feel shortchanged.
11. JetBlue TrueBlue (original version)
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The early version of JetBlue’s TrueBlue program only allowed points to be redeemed on round-trip flights. This rule annoyed many customers who wanted to book one-way tickets. It was later simplified, but at first it left travelers feeling stuck.
12. McDonald’s Monopoly
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While exciting, the McDonald’s Monopoly game worked more like a confusing lottery than a loyalty program. Customers had to collect rare pieces while sifting through endless duplicates that were nearly impossible to complete. The odds were stacked so heavily that most people never won anything meaningful.
13. Subway Sub Club
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The Sub Club had customers collect paper stamps that could easily get lost or damaged. Redeeming rewards required filling up entire cards, and even then, not all sandwiches were eligible. It became more of a chore than a perk.
14. Barnes & Noble Membership
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Barnes & Noble offered a program with annual fees, but the discount structure often left customers wondering if they were really saving. Many complained that coupons excluded the most popular items. The rules felt more limiting than rewarding.
15. Expedia Rewards (before being revamped)
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Expedia’s earlier loyalty system offered points with complicated redemption tiers and blackout restrictions. Customers had to navigate through different rates depending on whether they booked flights, hotels, or packages. This left travelers frustrated when their “loyalty” didn’t feel rewarding at all.