Summer is usually a key time for brands to present their major bets. In the world of coffee, each launch can make a huge difference. There's a chain that knows how to do it better than anyone else.
Starbucks has managed to adapt quickly to what customers want. Its strategies go beyond the counter and focus on capturing trends from the ground up. This time, it has done it again with a new unexpected move.
The secret menu that only the most alert discover
The company has added a new line of customizations that aren't on the traditional menu. They're available only in the app, within the "Offers" section. This tactic connects directly with the language of fans on social media.
Starbucks has opted for eye-catching drinks, with mixes inspired by viral orders. The idea is to reward those who dare to try combinations outside the ordinary. It also encourages customers to be an active part of the creative process.
Among the new options, there are four standout combinations. One of them is Cookies on Top, a creamy version of the classic Cold Brew, with vanilla foam and cookie crumble. There's also Dragonfruit Glow-Up, which mixes mango lemonade with peach juice and a layer of sweet cream.
An exclusive and limited-time offer
The Lemon, Tea, and Pearls drink adds a fruity touch with bursting raspberry pearls. Meanwhile, Just Add White Mocha enhances the shaken oat espresso with white chocolate syrup. All of them are designed for those who seek something different without leaving their comfort zone.
These creations won't be available permanently. Starbucks has already confirmed that it will rotate the options throughout the summer. In August, four more new customizations will be launched, also available through the app.
In addition, the chain has launched a contest for the most creative. Customers and employees can submit drink ideas between this week and mid-August. The winners will be included in the secret menu from August 18 to 25.
Fans take control of the menu
This new format is giving a voice to those who've created their own orders for years. Now, those combinations have the chance to become part of the official menu. Fans who propose the winning ideas can win $5,000.
Starbucks keeps showing that it knows how to keep its community interested. It's not just about coffee, but about creating personalized experiences. The success of this secret menu proves it: when the brand listens, customers respond.