In the next few weeks, Starbucks will roll out a special afternoon menu at all of its US locations to get more customers in the afternoon and compete with other coffee shops like Dutch Bros. The menu has teas, matcha drinks, and new energy drinks made with green coffee extract instead of synthetic ingredients to satisfy random afternoon cravings. Executives say that afternoons are a good time to “refresh” their minds, which fits with CEO Brian Niccol’s plan to turn things around that recently led to higher same-store sales in the US.
The Refreshers line brings back energy drinks with customizable caffeine levels from unroasted beans. This taps into the $25 billion market that health-conscious consumers love. There are new flavors of drinks coming out next week, including a customizable chai latte, ube, lavender, and matcha. These health-focused drinks are for 40% of drinkers who care about their health. They are available in the morning but are more popular in the afternoon, as shown by the app and boards.
Food upgrades focus on protein, fiber, and portability, like pizza and flatbreads with clean ingredients, and they go beyond breakfast in the $6 billion food segment. These tasty snacks are in line with the trend of snacking in the afternoon, and they bring back coffee lovers from the morning. The push deals with competition and changes in the weather or daily routines.
