Starbucks reveals “secret” menu in coffee chain’s app. Here’s what you’ll find.

Starbucks recently unveiled its “secret” menu to the public, allowing Starbucks rewards members to access exclusive drink combinations through the mobile app. This move comes as part of CEO Brian Niccol’s strategy to attract customers and rejuvenate the Starbucks brand. The coffee chain introduced four new drinks exclusively available through the app: Cookies on top, a dragonfruit “glow-up,” lemon, tea, and popping “pearls,” and a white mocha shaken espresso.

In an effort to generate excitement around the secret menu, Starbucks is hosting a contest from July 14 to July 20, where customers can submit and vote on their favorite custom beverages. Winners have the chance to win up to $25,000 in prize money. Additionally, Starbucks recently simplified its menu offerings in February to enhance customer service.

Moreover, Starbucks has made changes to its pricing structure for drink add-ons like syrups and matcha powder, implementing a flat fee of 80 cents for any combination of sauces and syrups, including additional pumps. This move aims to streamline operations and make ordering and payment processes more transparent for customers.

In line with these efforts, Starbucks announced earlier this year that it would be laying off 1,500 workers to boost growth and efficiency. Niccol’s focus on simplifying operations and enhancing customer experience reflects Starbucks’ commitment to evolving with the changing needs of consumers.

The introduction of the secret menu and the accompanying contest highlight Starbucks’ dedication to innovation and customer engagement. By offering exclusive drink options and creating opportunities for customer participation, Starbucks aims to differentiate itself in a competitive market and strengthen its connection with loyal patrons.