Starbucks unveils secret menu in app for rewards members
- Starbucks has introduced a secret menu in its app for rewards members, providing access to unique customizations and previously hidden drink combinations.
- Four new drinks have been launched, including Cookies on Top and Dragonfruit Glow-Up, and customers can now order these drinks easily through the app.
- This initiative is part of a broader strategy to improve customer experience and increase engagement, coinciding with a customer creation contest to promote the secret menu.
On July 14, 2025, Starbucks, the well-known Seattle-based coffee chain, introduced a previously hidden 'secret' menu accessible exclusively to its rewards members through the mobile app. This initiative was designed to provide customers with the opportunity to try a selection of popular drink combinations created by fans, which are absent from the standard menu. Customers can now enjoy four new specially crafted drinks directly from the app, which includes unique flavor profiles and customizations that cater to diverse taste preferences. The introduction of the secret menu aligns with Starbucks CEO Brian Niccol's strategic efforts to enhance the customer experience and rejuvenate the brand following a series of changes aimed at simplifying operations. These efforts followed a menu simplification initiative previously undertaken in February 2025 that sought to improve customer service. By incorporating new drink combinations into the app, Starbucks not only streamlines the ordering process for customers but also supports baristas in efficiently preparing these drinks, reflecting a commitment to operational efficiency in a competitive market. In addition to the launch of the secret menu, Starbucks announced a customer creation contest that encourages both customers and employees to submit their own custom drink ideas. This contest runs from July 14 to July 20, 2025, allowing participants to showcase their creativity and potentially have their favorite drink featured on the secret menu. The top four submitted drinks will be featured between August 18 and August 25, 2025, with an enticing prize of $5,000 awarded to each finalist. Furthermore, voters on Instagram will have the chance to select a grand prize winner, who will receive an additional $25,000. This strategic marketing move underscores Starbucks' commitment to fostering customer engagement and interaction while tapping into the popularity of custom beverages. Allowing customers to enjoy a taste of the hidden offerings not only turns fans into creators but also utilizes social platforms for promotional strategies. The overall goal is to build stronger connections with customers, drive traffic to stores, and eventually increase revenues as Starbucks continues to evolve with changing consumer preferences.