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Starbucks Makes Secret Menu Official in App, Launches $25K Fan Contest

Part of CEO Brian Niccol’s menu simplification drive, the initiative uses app presets to cut barista order complexity, crowdsources fan-inspired beverages

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Dragonfruit Glow-Up and Cookies On Top
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Starbucks Coffee

Overview

  • On July 14, Starbucks debuted an official secret menu in its mobile app’s “Offers” tab exclusively for Rewards members.
  • The initial lineup includes four fan-inspired drinks—Cookies on Top, Dragonfruit Glow-Up, Lemon, Tea & Pearls, and Just Add White Mocha—each using existing ingredients.
  • From July 14–20, customers and partners can enter the Secret Menu Contest by submitting custom drink recipes online via the Starbucks app.
  • Four finalists will win $5,000 each and have their creations featured in the app from August 18–25; one grand-prize winner will receive an additional $25,000 based on Instagram voting.
  • Starbucks plans to rotate secret menu items over time to streamline operations and respond to evolving tastes without expanding its ingredient inventory.