Starbucks has unveiled a streamlined method for customers to access and create customized beverages, transforming its mobile app into a gateway for once-informal “secret menu” items. The Seattle-based chain announced that its 31 million app users can now explore these off-menu drinks directly through the “offers” tab, bypassing the need for coded ingredient requests at the counter. The feature, which includes options like a “Cookies on Top” cold brew and a “Dragonfruit Glow-Up” lemonade refresher, builds on the brand’s long-standing culture of personalization while integrating it into official rewards ecosystems.
The initiative draws inspiration from Starbucks’ Instagram broadcast channel, “Not-So-Secret Menu,” which has teased combinations such as iced black tea with brown sugar syrup to over 370,000 followers. By formalizing these creations, the company aims to simplify ordering for both customers and baristas, reducing the friction of reciting complex recipes. App users will also continue earning stars toward free drinks through the loyalty program.
To further engage its global audience, Starbucks launched a “Secret Menu Contest,” inviting customers and employees to submit original beverage recipes between July 14 and 20. Four finalists will be selected to have their drinks sold via the app from August 18–25, with the public voting for a winner during the first three days. Finalists receive $5,000 each, while the grand prize winner earns an additional $25,000 – a significant incentive reflecting the value the chain places on customer-driven innovation.
This move arrives as Starbucks phases out less successful initiatives like its NFT rewards program, signaling a sharper focus on community-driven digital engagement. While seasonal mainstays like pumpkin spice lattes dominate headlines, the contest’s open-ended format – exemplified by quirky suggested blends like a pumpkin spice tea latte with mango lemonade – could cultivate unexpected viral trends.
Periodic updates to the app’s secret menu will keep offerings fresh, though the company has not yet specified how frequently new drinks will rotate. The strategy aligns with broader retail trends emphasizing gamification and user-generated content, positioning Starbucks to leverage its massive app user base as both consumers and co-creators. For frequent visitors, the update transforms casual customization into a structured – and potentially lucrative – extension of the brand’s signature cafe experience.
