NEW YORK — Starbucks is known for its morning coffee rituals, but it is now setting its sights on attracting customers during the afternoon with a refreshing selection of new beverages and snacks. This initiative aims to invigorate the brand’s appeal throughout the day.
The coffee chain’s U.S. locations will introduce a revamped afternoon menu in the upcoming weeks, featuring an array of snacks and drinks that diverge from its traditional coffee offerings, including teas, revamped energy drinks, and matcha.
“While the morning is often a routine, the afternoon tends to be more spontaneous,” says Tressie Lieberman, Starbucks’ global chief brand officer. “Consumers may desire different beverages based on their day or the weather.”
This shift in consumer behavior presents a significant opportunity for Starbucks, she adds.
The coffee giant has faced growing competition from emerging brands like Dutch Bros. and Black Rock Coffee. According to Robert Byrne, senior director of consumer research for Technomic, afternoons are traditionally slower for Starbucks, indicating room for expansion.
“This time of day offers a quick psychological reset that many consumers seek from a brief afternoon visit to their favorite beverage spot,” he remarks.
Developing this afternoon menu is a crucial part of CEO Brian Niccol’s strategy for revitalization. Following a sluggish start, his menu innovations and enhancements appear to be effective, as evidenced by Starbucks reporting its first increase in U.S. same-store sales and traffic in nearly two years.
A significant focus of the new afternoon menu is on Starbucks’ energy drinks, which smaller competitors are already capitalizing on. Although the chain has previously ventured into this area, it had halted efforts last year due to menu streamlining.
The refreshed energy drinks will leverage the brand’s popular Refreshers line and derive caffeine from green coffee extract—unroasted coffee beans. Lieberman states this allows Starbucks to differentiate itself from the many energy drinks laden with synthetic ingredients.
An emerging demographic, the “health-minded consumer segment,” now represents approximately 40% of food and beverage sales, according to industry research firm Circana. Notably, energy drinks constitute a market worth $25 billion.
Additional offerings aimed at health-conscious customers include a new chai latte that allows for customizable sweetness levels, along with unique global flavors such as ube and lavender. New matcha beverages are set to arrive next week as well.
Furthermore, Starbucks’ food menu is undergoing a transformation, introducing more savory, protein-rich, and fiber-packed items that align with popular wellness trends, along with convenient on-the-go choices for the afternoon. Lieberman highlights that food represents nearly a $6 billion segment for the brand, which has predominantly focused on breakfast.
“We aim to incorporate more handheld options, like portable pizzas and flatbreads made with simple, clean ingredients,” she adds.
Although primarily marketed for the afternoon, these beverages and food items will also be available in the morning. Starbucks plans to adjust its menu boards and app to highlight the new selections in the afternoon, ideally encouraging morning patrons to return for an afternoon visit.
“There is ample opportunity to draw morning customers back in the afternoon and potentially attract new visitors who may currently prepare their coffee at home,” remarks Lieberman.
Key Takeaways
- Starbucks is launching a new afternoon menu to attract customers outside of morning hours.
- The menu will feature teas, energy drinks, and matcha, alongside new snack options.
- Expansion into the afternoon aims to compete with emerging coffee brands.
- The new energy drinks will use green coffee extract for a natural caffeine boost.
- Health-conscious consumers represent a growing market segment for food and beverages.
FAQ
What is included in Starbucks’ new afternoon menu?
The afternoon menu will feature teas, energy drinks, matcha, and a variety of new snacks.
When will the new afternoon menu be available?
The new menu will roll out in Starbucks’ U.S. locations in the coming weeks.
Will the new drinks and snacks be available in the morning as well?
Yes, the beverages and food will also be available during morning hours.
