An afternoon reset, the Starbucks way
Starbucks has long defined the morning coffee ritual, with customers relying on their favorite brewed coffees, espresso beverages and breakfast items to start the day. As we continue to innovate around the product and coffeehouse experience, and build on our Back to Starbucks momentum, we see an opportunity to own a new Starbucks occasion in the afternoon, a culture-shaping ritual that Starbucks is perfectly poised to define and own.
Midday and afternoon dayparts generate $11 billion in sales after 11:00 a.m.*, and we believe there is room to create a true second peak. Winning the afternoon means meeting customers where they are later in the day: seeking refreshment, sustained energy and more customizable choices. These insights are shaping how we evolve our menu and the coffeehouse experience.
This week’s launch of the new Energy Refreshers expands our refreshment offerings with a customizable energy option crafted in a way only Starbucks can deliver – with caffeine derived from nature, no added synthetic additives and now with B vitamins. The new Energy Refreshers provide a boost of caffeine that meets evolving customer needs.
We’re also continuing to innovate our tea platform, which continues to be a favorite for many customers in the afternoon. Tea sales have climbed more than 70% since 2021* and we’re leaning into the fandom by offering new flavors, including the new Iced Mango Cream Chai and Iced Mango Cream Matcha coming to coffeehouses in the U.S. on April 7.
Starbucks coffeehouses will look and feel different during the afternoon starting this spring and throughout the summer. Digital menu boards will transition from morning recommendations to spotlight afternoon favorites like Energy Refreshers, iced teas and grab‑and‑go snacks. The atmosphere will shift too, with upbeat afternoon playlists bringing an energetic coffeehouse vibe. For customers who begin their visit in the Starbucks app, the afternoon menu will highlight refreshing beverages, protein-packed sandwiches, sweet treats, and other ways to help customers achieve a little boost.
Together, these elements, combined with green apron service will shape a new daily ritual for our customers, one that brings the signature warmth, innovation and connection of Starbucks into the heart of their afternoon. With refreshed menus and an evolved coffeehouse experience we’re creating more reasons than ever to choose Starbucks as that essential mid‑day reset. This is just the beginning of what’s possible when we reimagine the afternoon, the Starbucks way.
*FY25 U.S. company-operated