Tressie Lieberman, global chief brand officer at Starbucks, said her team’s focus over the last year is “To Be Visible, Relevant and Loved, Everywhere.”

That work connects directly to the Starbucks flywheel for growth, a model powered by experiences, rituals and connection, she said. Each element reinforces the next, strengthening affinity and driving repeat visits. 

Her team has been developing ideas that make every step of the customer journey feel worthy of their time, she said.

“We know how to get people talking with our strong track record of culture-shaping innovation,” she said. “From seasonal lattes to Protein Cold Foam, we have consistently created platforms that redefine the industry. Innovation isn’t optional. It’s oxygen for our brand.”

This spring Starbucks will expand its menu with espresso, matcha and chai drinks featuring flavors such as ube and coconut. The company is also updating its core lineup and bringing in new always-on options like pistachio, coconut, lavender and sugar-free caramel to give customers more variety throughout the year.

Tea, especially in the afternoon, continues to fuel momentum. Starbucks will roll out a dedicated matcha menu next week. In the spring, customers will see a premium chai offering that allows them to adjust sweetness. Customizable Energy Refreshers will also debut, from options to make them decaf to adding an extra boost of energy.

Starbucks food business has doubled since 2020, and new offerings this year aim to continue that growth. The bakery case will be expanded with a lineup of globally inspired flavors, such as the Strawberry Matcha Loaf. The company is also adding more all-day options including flatbreads, wraps and snacks like protein balls.

“We’re not chasing trends,” Lieberman said. “We’re building on a beloved platform and never giving customers a reason to go anywhere else.”

Read more about coming menu items here.