Starbucks has officially introduced a “secret menu” feature in its app, allowing customers to order popular drink customizations directly. This announcement, made on March 25, 2024, marks a significant shift for the coffee giant, which had previously relied on social media and word-of-mouth for these exclusive offerings.
The new feature includes four distinct drinks that highlight popular customer modifications. According to the company, this initiative is inspired by the successful “Not-So-Secret Menu” broadcast channel on Instagram, where many of these drink combinations gained popularity. The official release states, “The Starbucks secret menu in the app allows Starbucks Rewards members to easily order the featured, popular drink customizations at participating stores.”
Details of the New Offerings
The newly launched secret menu includes the following beverages:
1. **Cookies on Top**: A cold brew topped with two pumps of vanilla syrup, vanilla sweet cream cold foam, and a cookie crumble topping.
2. **Dragonfruit Glow-Up**: A mango dragonfruit lemonade refresher enhanced with peach juice and topped with vanilla sweet cream cold foam.
3. **Lemon, Tea & Pearls**: A refreshing mix of black tea, lemonade, and raspberry-flavored popping pearls.
4. **Just Add White Mocha**: An iced brown sugar oatmilk shaken espresso with two pumps of white chocolate mocha sauce and vanilla sweet cream cold foam.
Customers can access the new menu by downloading the Starbucks app and navigating to the “offers” tab. The integration of this feature aims to streamline the ordering process for fans of these unique beverage options.
Engaging Customers with a Contest
In addition to launching the secret menu, Starbucks is hosting a contest inviting customers to submit their favorite drink alterations. The grand prize for the winning entry is $25,000, along with the honor of having their creation featured on the app. This initiative not only engages customers but also seeks to foster a sense of community among Starbucks enthusiasts.
These changes come as Starbucks, headquartered in Seattle, aims to revitalize its business under the leadership of CEO Brian Niccol. His strategic vision appears to be paying off, with the company reporting a positive uptick in sales as it embraces innovation and customer engagement.
As Starbucks continues to enhance its offerings and adapt to consumer preferences, the introduction of the secret menu in the app represents a significant move towards blending traditional coffeehouse culture with modern convenience. This development is expected to resonate well with the brand’s loyal customer base, ensuring that Starbucks remains a key player in the competitive coffee market.