It looks like Starbucks' CEO Brian Niccol is backtracking a bit on his “simplifying the Starbucks menu” strategy.
Last year, Niccol announced he would reduce the Starbucks menu by 30%, eliminating customization options and discontinuing multiple beverage items to bring the focus back on coffee as part of the chain's turnaround plan.
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Starbucks has long had one of the most customizable menus in the business, with offerings that accommodate all dietary needs and preferences.
The coffee giant has over 170,000 different ways to customize beverages, allowing customers to choose from a variety of syrups, drizzles, toppings, sweeteners, coffee and non-coffee bases, coffee types, crafting styles, and multiple dairy or non-dairy milk options.
Related: Starbucks CEO announces major update on turnaround plan
Starbucks' highly customizable menu has influenced fans to create imaginative drink orders, which eventually led to the emergence of a secret menu with beverages that continue to go viral on social media.
Although Niccol has managed to make multiple changes to the Starbucks menu, social media's power is too massive to ignore, as it has helped the coffee chain stay relevant.
Starbucks makes its ‘secret menu' a permanent offering
After years of fans playing around with Starbucks' (SBUX) customizable menu to create unique and creative beverages, the coffee giant has officially embraced the trend by launching the “secret menu” on its mobile app starting today.
Related: Starbucks removes fan favorite item, customers are shocked
This highly anticipated debut features a rotating selection of four drinks, all of which can be crafted by customizing beverages already available on the original menu.
Here are the first four secret menu drinks:
- Cookies on Top can be crafted by ordering a Cold Brew with two pumps of vanilla syrup, Vanilla Sweet Cream Cold Foam, and cookie crumble topping.
- Dragonfruit Glow-Up can be ordered by selecting the Mango Dragonfruit Lemonade Refresher, adding peach juice blend, and topping it with Vanilla Sweet Cream Cold Foam.
- Lemon, Tea & Pearls can be made by mixing Starbucks' iced black tea with lemonade and adding raspberry-flavored popping pearls.
- Just Add White Mocha can be crafted by ordering a Brown Sugar Oatmilk Shaken Espresso, adding White Chocolate Mocha Sauce, and topping it with Vanilla Sweet Cream Cold Foam.
Starbucks launches a first-of-its-kind contest featuring fans
Starbucks fans are the pioneers of this custom beverage trend that has helped it become the recognizable brand it is today. To thank them for their loyalty and encourage consumer engagement, the coffee giant is launching a first-of-its-kind contest.
Through July 20, customers can use the enhanced customization options in the Starbucks app to craft their own original beverage and submit it for a chance to be featured on the official secret menu.
More Starbucks News:
- Starbucks considers massive change to its second-largest business
- Starbucks executives to get huge bonus as baristas demand better pay
- Starbucks unveils huge store updates amid turnaround plan
Starbucks will hold a public vote on its Instagram, allowing fans to choose the top four finalists and creating more social media buzz.
The finalists' drinks will be showcased on the secret menu from August 18 through 25. The three runner-ups will receive a $5,000 prize, and the first-place winner will receive $25,000.
Fans can download the Starbucks app and click the “offers” tab to explore the secret menu drinks and learn more about the contest.
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