In my opinion, the value exchange for this is way off.  In Foursquare, to become mayor of a location you must check-in more times than anyone else… so for a Starbucks location, you’d imagine that to be potentially hundreds of other customers.  That’s some competition.  And in return for my frequent check-ins to such a well visited location - I get $1 off coupon for a particular type of drink.  “Well that’s around 25% off” you might argue…  but of course it’s not just about the quality of the offer.  It’s about the message you are sending to your customers.

The premise of mayorship is to be not just a loyal customer…  but your most loyal customer.   How would you treat your most loyal customer?  Like a VIP, I would hope.