Lavazza North America, the West Chester-based arm of the Italian coffee company founded in 1895, launched its first U.S. loyalty program on Wednesday, Sept. 23.

The program, called My Lavazza, lets members earn points branded as "Beans." Members earn one Bean for every dollar spent on LavazzaUSA.com, according to a company press release. Shoppers who buy Lavazza products at authorized retailers can also upload up to three receipts per month, earning up to 75 Beans per receipt.

Members redeem Beans for Lavazza discounts and digital gift cards.

The program has three tiers: Enthusiast for zero to 299 Beans, Barista for 300 to 799 and Maestro for 800 or more, MyChesCo reported. Subscribers to Lavazza's My Way delivery service automatically reach the Barista tier. First-time subscribers get a 50-Bean bonus and earn double Beans on every delivery.

Beyond purchases, members can collect Beans through quizzes, surveys and other activities on the My Lavazza dashboard. Each month, members also get three chances to enter a sweepstakes for Lavazza products. No purchase is required.

Daniele Foti, vice president of marketing for Lavazza North America, said in the announcement that the program is part of Lavazza's push to deepen its customer relationships across retail, online and foodservice channels.

The loyalty launch follows the company's August rollout of Tablì, a $129.99 single-serve brewing system that uses compressed coffee tabs instead of pods. Foti called Tablì "one of Lavazza's biggest bets on the US market to date" in August, when the brewer went on sale. Members can now enter product codes from Tablì packaging to earn one Bean per capsule or tab.

Residents can sign up at mylavazza.lavazzausa.com using existing LavazzaUSA.com credentials or by creating a new account.