Starbucks launches secret menu on app and a new contest
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Starbucks is embracing its underground "secret menu" culture and starting with four customizations. Photo: Courtesy of Starbucks
Starbucks is making its "secret menu" official — and turning it into a nationwide contest with a cash prize.
Why it matters: It's the Seattle-based coffee giant's latest play to win back customers and reverse sliding sales.
- Under CEO Brian Niccol's "Back to Starbucks" plan, the company has been making a series of tech-forward and consumer-focused changes.
Starbucks leans into TikTok trends
The big picture: This initiative draws a direct line from social media to the Starbucks app — a strategy familiar to Niccol and Tressie Lieberman, Starbucks' global chief brand officer, from their days at Chipotle.
- In 2023, the fast-casual chain introduced three menu items based on TikTok users' personalized orders.
Starbucks secret menu drinks now available
How it works: Starting Monday, Starbucks Rewards members can browse a selection of custom drink creations inspired by customer hacks and social media trends in the app's "Offers" tab.
- With one tap, a pre-built custom drink is added to the cart with all modifications preloaded, which simplifies ordering, the company said.
Zoom in: The first four customizations featured are:
- Cookies on top: A Cold Brew with vanilla syrup, Vanilla Sweet Cream Cold Foam and cookie crumble topping.
- Dragonfruit glow-up: A Mango Dragonfruit Lemonade Refresher blended with peach juice and topped with Vanilla Sweet Cream Cold Foam.
- Lemon, tea & pearls: Black tea and lemonade plus raspberry-flavored popping pearls.
- Just add white mocha: Brown Sugar Oatmilk Shaken Espresso with White Chocolate Mocha Sauce and Vanilla Sweet Cream Cold Foam.
What's next: More customizations will be featured in the future on the app's offer tab, Starbucks said.
Starbucks Secret Menu Contest
State of play: Starbucks is also running the "Secret Menu Contest" Monday through July 20. Customers and employees can submit their drink customizations at secretmenucontest.starbucks.com.
- The entries will be narrowed down to four final beverage customizations, and public voting will be held on Starbucks Instagram Aug. 18-20.
- The finalists' creations will be featured on the app from Aug. 18-25.
- Each finalist wins $5,000, and the fan-voted grand prize winner gets an additional $25,000.
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