In a bold move to enhance its digital engagement and loyalty program, Starbucks has officially launched a "secret menu" available exclusively through its mobile app, starting July 14, 2025.
This initiative brings fan-favorite drink customizations to the forefront while aiming to deepen customer connection with the Starbucks Rewards program. By integrating these unique offerings into the app, Starbucks incentivizes downloads and usage, tapping into the creativity of its customers and baristas.
The secret menu, accessible under the “offers” tab in the Starbucks app, features four carefully curated, fan-inspired drinks that showcase inventive flavor combinations. These beverages appeal to a wide range of tastes, from creamy coffee concoctions to vibrant, fruity refreshers.
Here’s what’s on the menu:
- Lemon, Tea & Pearls: A refreshing twist on the classic Arnold Palmer, this drink combines black tea and lemonade with raspberry-flavored popping pearls, adding a boba-inspired texture and a burst of berry flavor. It’s a light, summery option perfect for hot days.
- Cookies on Top: A dessert-like treat for coffee lovers, this Cold Brew is customized with two pumps of vanilla syrup, topped with Vanilla Sweet Cream Cold Foam, and finished with a cookie crumble topping. The result is a smooth, creamy beverage that balances rich coffee notes with indulgent sweetness.
- Dragonfruit Glow-Up: This vibrant drink elevates the Mango Dragonfruit Lemonade Refresher by blending in a peach juice blend and topping it with Vanilla Sweet Cream Cold Foam. The combination delivers a bold, fruity flavor with a creamy finish, making it as visually appealing as it is delicious.
- Just Add White Mocha: An upgraded Iced Brown Sugar Oatmilk Shaken Espresso enhanced with two pumps of White Chocolate Mocha Sauce and Vanilla Sweet Cream Cold Foam. This decadent twist on a classic combines rich espresso with white mocha sauce and oatmilk foam for a luxurious, chocolatey treat.
To further entice participation, Starbucks is hosting a Secret Menu Contest from July 14 to July 20, 2025, where customers and employees can submit their own drink customizations for a chance to have their creations featured on the app from August 18-25 and win cash prizes, including a $25,000 grand prize. Four finalists will each receive $5,000, with the winner determined via an Instagram poll.
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This strategic move celebrates the creativity of Starbucks’ community and drives app engagement, as over 31 million active app users gain access to these exclusive offerings.
By making the secret menu app-exclusive, Starbucks encourages more customers to join its loyalty program, fostering stronger brand loyalty and repeat business.
The introduction of the secret menu aligns with other recent innovations, such as new Frappuccino flavors, further solidifying Starbucks’ commitment to keeping its menu fresh and engaging for its loyal customer base.
