18 Rewards Programs That Were Too Complicated
Here's a look at 18 real rewards programs that became too complicated for their own good, frustrating loyal customers.
- Alyana Aguja
- 5 min read
Rewards programs are meant to build loyalty, but many have failed by overwhelming customers with confusing rules and poor redemption value. From airline miles that felt worthless to coffee perks that required mental math, these programs often made earning and using points a chore. This list shows how complexity can undermine the very loyalty companies aim to create.
1. Hilton HHonors (pre-2017)
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Before Hilton simplified its system, HHonors had a confusing “double dip” structure that allowed members to choose between points, airline miles, or both. The rules varied by region, and the redemption charts were filled with blackout dates and fluctuating categories. Many travelers found it difficult to track what their points were really worth.
2. United MileagePlus (post-2014 changes)
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United’s MileagePlus program shifted to a revenue-based model that left frequent flyers frustrated. The miles earned depended heavily on the price of tickets rather than the distance flown, making it unpredictable. Redemption also came with multiple tiers and restrictions that confused loyal customers.
3. My Coke Rewards
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Coca-Cola’s My Coke Rewards asked customers to enter codes from bottle caps and packaging for points. The problem was that the codes were tiny, hard to read, and required constant manual input. Redeeming points took months of effort for low-value items like keychains or coupons.
4. Subway Sub Club (stamp cards)
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In the early 2000s, Subway ran a Sub Club card system where stamps were given for each sandwich purchased. Customers needed a full card of stamps to redeem a free sub, but the cards were easily lost or damaged. It was discontinued after fraud and counterfeiting became rampant, frustrating loyal fans.
5. Best Buy Rewards Zone (pre-2010 redesign)
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Best Buy’s Rewards Zone initially required members to accumulate $250 in spending before earning a $5 certificate. The points expired quickly, and tracking them online was clunky. Many shoppers gave up before seeing any real benefit.
6. American Airlines AAdvantage (multi-tier redemption)
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AAdvantage was revolutionary when it launched, but over the years it became notorious for blackout dates and overly complex award charts. Flyers often had to navigate peak, off-peak, and multiple partner airline restrictions. Redeeming miles sometimes required calling an agent instead of booking online, adding to the hassle.
7. Air Canada Aeroplan (before 2020 revamp)
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Aeroplan had a reputation for being one of the most confusing airline loyalty programs. Members often needed large numbers of miles for short-haul flights, and surcharges varied wildly depending on the airline partner. The lack of transparency frustrated Canadian travelers for years.
8. Starbucks Rewards (2010s star system)
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Starbucks originally made customers earn “stars” that were tied to how often they visited, not how much they spent. This meant someone buying a $2 coffee earned the same reward progress as someone purchasing a $6 latte. Customers found it unfair and hard to calculate the value of their stars.
9. Delta SkyMiles (“SkyPesos” nickname)
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Delta’s SkyMiles program was mocked by frequent flyers for being nearly impossible to redeem. Award charts were hidden, availability was scarce, and the number of miles required for international flights was excessive. Customers often said they felt like their miles had no real value.
10. MyNintendo (post-Club Nintendo shutdown)
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After Club Nintendo ended, Nintendo launched MyNintendo, which replaced physical rewards with digital discounts. Earning “Platinum” and “Gold” points involved different systems tied to purchases, apps, and missions. The convoluted rules left fans nostalgic for the simpler old program.
11. Chase Ultimate Rewards (partner transfers confusion)
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Chase’s Ultimate Rewards points are powerful, but the system intimidates casual cardholders. Users must understand transfer ratios, airline alliances, and point valuations to maximize rewards. Many customers simply cash out points at low value because the program feels overwhelming.
12. Marriott Rewards (before Bonvoy merger)
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Marriott’s pre-Bonvoy program had dozens of hotel categories with fluctuating point requirements. Customers struggled to figure out how many points were needed for a stay, especially with blackout dates. After merging with Starwood, confusion only increased before being rebranded.
13. Sears Shop Your Way Rewards
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Sears’ Shop Your Way Rewards bombarded members with confusing promotions and points that often expired within days. The program promised big savings but buried them under layers of fine print. Many shoppers abandoned it because tracking rewards felt like a chore.
14. JetBlue TrueBlue (early 2000s version)
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JetBlue’s early loyalty program made redemption difficult with blackout dates and inconsistent point values. Members needed to keep track of a grid system tied to flight distance and fare type. It was eventually simplified into a revenue-based model.
15. Panera Bread MyPanera (first iteration)
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The original MyPanera program offered “surprise” rewards that were unpredictable and hard to track. Customers never knew when they would get a free coffee or discount, making it less motivating. The lack of clarity made it feel more like a lottery than a loyalty system.
16. Expedia Rewards (before 2021 changes)
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Expedia’s program confused travelers by offering points at different rates depending on whether they booked flights, hotels, or packages. Redemption options were scattered and values inconsistent. Many customers found better luck sticking with airline or hotel programs instead.
17. Walmart Savings Catcher (2014–2019)
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Savings Catcher required customers to scan receipts into an app to compare prices with competitors. If a lower price was found, Walmart refunded the difference in store credit. While innovative, it became tedious to use, and the program was eventually scrapped.
18. T-Mobile Tuesdays (ongoing complaints)
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T-Mobile’s weekly freebie and reward program often confuses customers with complicated app navigation and limited-time offers. Many of the deals require jumping through multiple partner sites and sign-ups. While some enjoy the perks, others feel it is more work than reward.