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Starbucks Launches Secret Menu with Drink Contest
11 months agoUS
Starbucks is officially bringing its "secret menu" to the forefront by integrating it into their mobile app. This launch includes four new customized beverages and a contest where customers can win up to $30,000 for creating their own secret menu drink.
Key Insights
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Starbucks is adding a secret menu to its mobile app, making it easier for customers to find and order customized drinks.
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The launch includes four new featured drinks: Cookies on Top, Dragonfruit Glow-up, Lemon, Tea & Pearls, and Just Add White Mocha.
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A contest from July 14-20 allows customers to create and submit their own secret menu drinks for a chance to win up to $30,000.
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The top four drinks will be featured on the secret menu from August 18-25, and the grand prize winner will be voted on via Instagram.
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Popular past secret menu items, like the Pink Drink and Medicine Ball (now Honey Citrus Mint Tea), have made it to the official menu due to their popularity.
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Why this matters: This move allows Starbucks to tap into customer creativity, drive engagement through contests, and potentially discover the next popular beverage to add to its official menu.
In-Depth Analysis
Starbucks has long unofficially offered a "secret menu" consisting of customer and barista-created drink combinations. By adding this menu to the mobile app, Starbucks is legitimizing these offerings and making them more accessible to a broader audience.
The four new featured drinks are:
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Cookies on Top:: A Cold Brew with vanilla syrup, vanilla sweet cream cold foam, and cookie crumble topping.
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Dragonfruit Glow-up:: A Mango Dragonfruit Lemonade Refresher with peach juice blend, blended and topped with vanilla sweet cream cold foam.
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Lemon, Tea & Pearls:: Black tea and lemonade mixed with raspberry-flavored popping pearls.
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Just Add White Mocha:: An Iced Brown Sugar Oatmilk Shaken Espresso with white chocolate mocha sauce, topped with vanilla sweet cream cold foam.
The Secret Menu Contest encourages further customer participation. Submissions will be narrowed down to four finalists, who will each receive $5,000 and have their drinks featured on the secret menu. The public will then vote on a grand prize winner via Instagram, who will receive an additional $25,000. This contest is a strategic move to leverage social media and customer-generated content to boost brand engagement.
Starbucks began hinting at this more official secret menu earlier in the year with a "Not-so-Secret" broadcast channel on Instagram, where they shared recipes and customizations. This move formalizes and expands upon those earlier efforts.
FAQs
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Q: How can I access the Starbucks secret menu?
The secret menu can now be found in the "offers" tab of the Starbucks mobile app.
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Q: How can I enter the Secret Menu Contest?
You can submit your customized beverage creation from July 14 to July 20 on the Secret Menu Contest page (check the Starbucks app for details).
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Q: What are the prizes for the Secret Menu Contest?
The top four finalists will each win $5,000, and their drinks will be featured on the secret menu. The grand prize winner will receive an additional $25,000.
Key Takeaways
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Starbucks is making it easier to discover and order creative, customized drinks.
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You can now participate in a contest to create your own secret menu beverage and potentially win significant prizes.
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Keep an eye on the "offers" tab in the Starbucks app for new secret menu items and features.
Discussion
What do you think about Starbucks making its secret menu official? Share your thoughts and favorite secret menu creations in the comments below!
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