Starbucks unveils secret menu contest to engage customers

In the United States, Starbucks has recently updated its approach to the so-called secret menu that has been popular among its customers. On July 14, 2025, the company officially introduced a feature within its app that allows customers to easily find and order from its secret menu. Inspired by the Instagram broadcast channel dedicated to the Not-So-Secret Menu, this move reflects the growing demand for customizable drink options among consumers. With four unique drinks currently listed, including a Cold Brew with cookie crumble topping and a yogurt-flavored Refresher, Starbucks aims to enhance customer experience by offering these trending items directly through its mobile platform. In conjunction with this app feature, Starbucks is hosting a Secret Menu contest where both customers and employees can submit their favorite drink customizations. From July 14 to July 20, submissions will be accepted on the Secret Contest page. The entries will be curated to select four finalists, whose drinks will be available on the secret menu from August 18 to August 25. This contest allows for community engagement and creativity, providing customers an opportunity to contribute directly to the brand’s offerings. Starbucks hopes that publicizing the secret menu and the contest will draw more customers back to its stores and its app. Changes in customer behavior, particularly due to the pandemic, have prompted the company to innovate and adapt. Recently, the chain also announced plans to renovate 1,000 of its stores over the next year in an effort to encourage more customers to visit the physical locations. Additionally, new summer beverage options, including strawberry matcha and iced horchata oat milk shaken espresso, highlight the company’s commitment to evolving its menu to include popular and seasonal flavors. Overall, these developments underscore Starbucks’ strategy to stay relevant and appealing to its customer base amidst increasing competition in the coffee shop industry. By utilizing social media and mobile technology, Starbucks not only embraces the trend of customization but also capitalizes on the communal aspect of its brand, allowing customers to feel a sense of ownership and involvement with their drinks.