News Blog

A Starbucks coffeehouse at the heart of the festival 

The Starbucks Coffeehouse at Coachella will serve cold beverages and curated playlists in a space expressly designed for Coachella festivalgoers to recharge and reset. It will be open to all attendees throughout both weekends. The coffeehouse will serve a rotating lineup of complimentary drinks, including Starbucks Cold Brew, Iced Matcha Latte, Strawberry Acai Refresher and the highly anticipated return of a fan-favorite: the Unicorn Frappuccino® Blended Beverage, available exclusively at Coachella for a few hours each day. Additional Starbucks ready-to-drink (RTD) beverages will be available for purchase at concessions throughout Coachella festival grounds. 

Unicorn Frappuccino® Blended Beverage – an icon returns 

As Starbucks makes its Coachella debut, the iconic Unicorn Frappuccino® Blended Beverage also returns following its surge back into the cultural spotlight earlier this year. An emblem of color, and the festival’s free‑spirited energy, the beverage’s bold hues and unexpected flavor twists mirror the creativity and individuality celebrated across the festival grounds, making it a must‑have accessory for festivalgoers looking to sip something as vibrant and unforgettable as the weekend itself. 

Starbucks House: A retreat for ‘Desert Sirens’ 

Outside the festival grounds, Starbucks House will host an invite-only group of festivalgoers to its “Desert Sirens,” a play on the iconic Starbucks siren. The house, designed as a private festival oasis, will feature thoughtfully designed amenities, including a fully stocked kitchen with Starbucks at-home coffee and creamers and Starbucks RTD beverages, customized apparel, snacks and other travel essentials.  

Starbucks Music: A legacy of music and connection  

Starbucks presence at Coachella builds on a decades-long connection to music that has been central to Starbucks coffeehouse culture since its earliest days. From the iconic Starbucks CDs and artist discovery programs and collaborations with emerging and established musicians, music has long shaped the Starbucks Experience for customers and partners (baristas). 

Today, the Starbucks Music legacy continues through curated playlists, guest DJ pop‑ups, and immersive coffeehouse moments that celebrate musicians and their craft. At Coachella and beyond, Starbucks remains committed to championing artists while fostering connection, community and discovery through the shared experience of music. 

A milestone years in the making

Starbucks set the goal in 2017 to donate 100 million trees to help smallholder coffee farmers renovate aging or disease-prone plots and improve the productivity of their farms. Many of the trees donated draw on research advanced at  Hacienda Alsacia, Starbucks global research and development farm in Costa Rica. There, agronomists study hundreds of  hybrids  and varieties along with soil health, plant nutrition and disease tolerance to help farmers adapt to the realities of a changing climate.  

This effort would not be possible without nearly three decades of partnership with Conservation International. As a partner in this work, Conservation International helps integrate environmental and social safeguards into the program, from helping to protect forests to promoting shade management and upholding farmer rights. Throughout the life of the initiative, the organization engages directly with farmers, nursery providers and supplier partners to confirm that farmers received high quality seedlings and that safeguards are understood and respected. This monitoring helps ensure the approach stayed responsive to farmer needs and delivers meaningful benefits across the supply chain.  

“With climate change threatening the future of coffee, building resilient farming systems has never been more urgent. Supporting farmers as they adapt to changing conditions can help them and their land stay productive while protecting vital ecosystems,” said Raina Lang, Conservation International’s Senior Director of Sustainable Coffee. “Cross-sector collaboration between business, NGOs and communities is the future of conservation, as it can lead to positive outcomes for climate, people and livelihoods.” 

How these trees make a difference

Healthy coffee trees can help support a family’s livelihood for decades when matched to the growing conditions of its region. Many farmers still rely on trees that struggle under climate pressure or are susceptible to diseases like coffee leaf rust. Replanting with stronger varieties can give farmers a foundation for more stable production over time, especially when tree replanting is paired with agronomy support and access to financing.  

One of the ways Starbucks expands access to financing is through the Global Farmer Fund. Last year, the company reached its 2025 goal to provide $100 million in financing to smallholder farmers around the world.

The fund partners with non-governmental organizations, fund fund managers and financial institutions to help farmers access capital for farm renovation, infrastructure improvements and greater financial stability. Many loan recipients also receive technical assistance in agronomy best practices business planning and price risk management. They may also receive training in management skills and understanding climate risks, followed by support to adapt to the impacts of a changing climate. These advisory services aim to benefit farmers long after the loan is paid.

These gains help extend the viability of coffee production in regions experiencing climate stress and strengthen the long-term resilience of the global coffee supply. 

Looking ahead: 50 million more trees

Reaching the 100 million milestone is an important step, but it is not the end of the journey. The additional 50 million coffee trees Starbucks will donate in the next phase builds on the company’s long-standing commitment to responsible sourcing and on-farm innovation while supporting the Back to Starbucks focus on quality and craft.  

“The future of coffee depends on action,” said Ricardo Arias-Nath, senior vice president, Global Coffee & Tea, and president, Latin America and the Caribbean. “We are investing in farmers, protecting coffee landscapes and scaling solutions that help strengthen resilience across our supply chain. When we lead with purpose, we help support the future of coffee for everyone.”  

Supporting the future of high-quality arabica coffee also supports the future of Starbucks and the communities that grow it. With 100 million trees already in the ground and 50 million more to come, Starbucks is working with farmers to strengthen climate resilience, improve productivity and help ensure that high-quality arabica remains available for years to come.  

Starbucks cold foam is a creamy, frothy topping that enhances cold coffee, tea or Refreshers with added texture and flavor, creating a layered, indulgent drink. Cold foam’s popularity continues to rise, with double-digit percentage growth in fiscal 2025 and Q1 fiscal 2026 across U.S. company-operated coffeehouses. 

Easy tips to add protein to your favorite Starbucks beverage: 

• Level-up your Caffè Latte with Protein-boosted Milk: Order the Friday favorite Vanilla Protein Latte adds 27 to 36 grams* of protein (also try it with sugar-free vanilla!).
• Order the Friday favorite customization and add Protein Cold Foam to Cold Brew:  Protein Cold Foam adds 15 grams* of protein to your favorite cold coffee beverage.
• Try Protein Cold Foam on a favorite Matcha beverage: The Iced Banana Cream Protein Matcha offers a vibrant option that’s creamy with tropical flair and offers 24 grams*of protein.
• Swap standard milk for protein-boosted milk in an Iced Shaken Espresso: When ordering, ask your barista to use Protein-boosted Milk or select the option in the Milk section of the Starbucks app. Adds to 12-15 grams* of protein.
• Try the Iced Caramel Protein Latte (also available with sugar free caramel!) for 29 grams*of protein.

With Daylight Savings and the official start of the spring season here, longer days are inspiring customers to reach for functional fuel that fits real life from baseball games and road trips to keeping up with busy spring calendars. As the company gets Back to Starbucks, protein drinks are another way Starbucks is modernizing its menu with offerings that fit evolving customer tastes and meet the rising demand for protein in a way that is innovative, premium and uniquely Starbucks. 

*Grams of protein are approximate. Protein amounts for beverages assume grande size. Customizations cost extra.

“Today, you can feel the difference,” he said. “The shine is back on Starbucks, and the momentum we’ve built is showing up in the experience our customers have every day.” 

He outlined progress across four areas: 

• Customer experience: Green Apron Service, supported by more than $500 million invested in hours and tools, is improving throughput, accuracy and connection. 

• Coffeehouse experience: Uplifts are restoring warmth and comfort across coffeehouses, with more than 1,000 expected to be completed by the end of fiscal 2026. 

• Brand relevance and digital engagement: A strengthened innovation pipeline, refreshed marketing and enhanced digital and loyalty experiences are bringing more customers back to Starbucks and making the brand more relevant, on‑trend and in‑culture. 

• International growth: Key markets are returning to growth. In China, Starbucks announced a joint venture with Boyu Capital to help expand into more cities and fuel long‑term growth. 

Niccol reaffirmed Starbucks commitment to offering the best job in retail, with industry‑leading benefits available to partners working 20 hours a week or more, including high‑quality healthcare, up to 18 weeks of paid parental leave, equity in the company and the opportunity to earn a four‑year degree with 100% upfront tuition coverage. 

“The impacts are real,” he noted. “Hourly turnover is less than half the industry average, more partners are now getting the hours they want, partner engagement is at a new high, and we receive more than a million applications for barista roles every year.” 

Looking ahead, Niccol emphasized that the company’s fiscal 2028 financial framework lays out a clear path for long‑term, sustainable growth, driven by a stronger morning peak, a growing afternoon daypart, relevant menu innovation and investments that make the Starbucks experience better and more consistent. 

He closed by thanking partners, customers, the company’s world‑class board and shareholders and reinforced confidence in the company’s trajectory. 

“We are ahead of schedule on our Back to Starbucks plan. And we are excited for what we can achieve when we deliver the best of Starbucks for every customer, everywhere, every time,” he said. 

Shareholders voted on several proposals and approved members of the Starbucks board of directors. The results of the votes will be posted publicly within four business days on the Starbucks Investor Relations site, where a transcript and on-demand video of the meeting are also available. 

Extending Our Reach – and Staying Part of Daily Life 

Licensed coffeehouses extend Starbucks reach far beyond traditional locations, placing us in hospitals, hotels, grocery stores, airports and campuses – environments where Starbucks is part of customers’ daily rhythm. A familiar stop during a long travel day. A moment of comfort during a hospital visit. A dependable break between meetings or classes.  

These locations are operated by licensee partners who bring deep expertise in how their environments work and how customers move through them. As we grow this business, our goal is clear: to be a worldclass licensor – one that pairs the strength of the Starbucks brand with the operational insight of our partners to deliver shared success.  

A Model Built for How Customers Experience Starbucks Today 

Over the past year, we’ve restructured how we operate this business – shifting from a primarily regional model to a segment-focused approach. That work is already underway.  

Organizing around segments allows us to support licensees based on how their environments actually operate. A Starbucks in a hospital, a grocery store or an airport face very different realities. This structure gives us clearer focus, more relevant support and a stronger foundation to grow in high-potential segments like travel, healthcare and campuses. It also positions us to expand into new segments and evolve our formats and capabilities, bringing the Starbucks experience to life across more customer routines and environments.  

Supporting High-Traffic Locations Differently 

One of the clearest opportunities is in high-traffic environments like airports.  

As we look ahead, we plan to support these locations differently – with technology that gives customers more ways to order Starbucks, while ensuring the same experience and handoff they know and trust. Whether customers order ahead, order digitally, or order at the counter, the result should feel familiar, fast and unmistakably Starbucks.  

Innovation in how customers order, paired with consistency in how the experience feels, is core to how we’re designing growth in these environments. 

Accelerating Shared Success With Licensees 

To support this next phase of growth, we’re launching a set of initiatives designed to strengthen how we work together and to accelerate shared success with our licensees.  

1.       Shared accountability. We’re creating clearer ownership on both sides of the partnership, including a licensee-specific version of our GROW program, clear Starbucks points of contact and consulting support focused on helping operators perform at their best.  

2.       Win-win-win economics. We’re aligning incentives so customers, licensees and Starbucks all benefit when coffeehouses perform well. This includes performance-based incentives and an acceleration of new coffeehouse builds and renovations to support long-term growth.  

3.       A tailored approach to licensed environments. We’re rightsizing product and equipment for different settings and introducing greater sourcing flexibility, so licensees can operate efficiently without compromising the Starbucks experience.  

4.       Joint growth commitments. We’re deepening collaboration through joint business plans and shared investments in innovation, ensuring we grow together with clear priorities and mutual accountability.  

Together, these initiatives reflect our commitment to being the best possible partner – one that listens, adapts and invests for the long term.  

What Customers Will Feel 

Customers won’t notice the structure behind the scenes – they’ll simply feel the difference:  

• More ways to order in busy locations without sacrificing quality or care.  

• Smoother experiences in airports and travel hubs.  

• Greater consistency at the Starbucks they already visit.  

• Partners who are empowered, supported and ready to deliver great moments.  

Growing What Works 

The goal is simple: to grow alongside partners who share our values in the places where Starbucks matters most in everyday life.  

This next chapter gives licensees more clarity and opportunity, gives customers greater consistency and gives Starbucks more ways to be part of the rhythms of their day.  

It’s a stronger model for the future built with our partners for our customers.  

This year, we added even more choice with a premium chai made with just two grams of sugar from honey. Customers can simply add or remove pumps of classic syrup – or any flavored syrup – to make it their own. For those looking for beverages with no added sugar, options like brewed coffee, Americanos, lattes, teas and other unsweetened favorites are available and fully customizable. 

We recently introduced Energy Refreshers, which adds extra caffeine sourced from nature with a B-vitamin boost, while giving customers the option to enjoy the Refreshers they know and love as caffeine-free. Customers can also choose from an assortment of decaf coffee and tea drinks on our menu.

Customers can easily access ingredient and nutritional information across our menu in the Starbucks app and online at starbucks.com. These tools help them make choices that align with their taste and wellness goals. And our menu continues to reflect our commitment to quality. Our beverages and food do not contain high-fructose corn syrup, artificial dyes, artificial flavors or artificial trans fats. 

As personalization continues to shape how people enjoy their beverages, we’ll keep listening and evolving to offer even more ways for customers to make informed choices and craft a Starbucks order that is truly theirs. 

Starbucks menu empowers informed, nutritional choices

Our commitment to quality

No high-fructose corn syrup

No artificial dyes or flavors

No artificial trans fats

Choose the level of sweetness

Iced coffee, tea, matcha and chai can all be customized to a customer’s preference.

Keeping customers at the center

• No charge for non-dairy milk customizations.
• Most food and drink ingredients are listed on starbucks.com and the Starbucks^® App.
• New health and wellness options, like adding protein to drinks.

April: Global Month of Good  

Every April, Starbucks partners (employees) around the world come together to give back through volunteer service.   

In the U.S., we will:   

• Host Coffee with Community events with local food banks, nonprofits and community groups. These events invite local community organizations into the coffeehouse to foster connection and community conversation.
• Volunteer with nonprofits in communities across the country, including Feeding America food banks and Keep America Beautiful cleanup events nationwide.  
• Provide a double Giving Match. When Starbucks partners volunteer with qualifying organizations, the company will provide an additional financial donation to match the hours volunteered. In April, this financial match is doubled to encourage more volunteering.   

Service continues year-round  

• In May, we’ll celebrate Military Appreciation Month with Blue Star Families, including a new effort to collect and share stories of service from customers in our coffeehouses, highlighting the experiences of military families and the communities that support them.  
• In September, in honor of the 25th Anniversary of 9/11 partners will join 9/11 Day Meal Pack service events across the country to contribute to making September 11 the largest day of service in America.
• During the holiday season, partners lead giving and volunteer activities with local nonprofits, supporting families and local communities.  
• Partner networks lead volunteer events year-round tied to heritage and awareness months.  
• Building on this longstanding commitment to serve local communities, this year Starbucks is also partnering with America250, the national nonpartisan organization established by Congress to lead the nation’s 250th anniversary. We’re contributing to the America Gives initiative, a nationwide program designed to make 2026 the largest year of volunteerism in U.S. history, which complements the community impact Starbucks partners already drive. 

When communities thrive, we all thrive. We’re grateful to the partners, customers and organizations who make this work possible, and we look forward to another year of meaningful service across the country.  

A display of craft 

The ad opens with a handwritten note on a Starbucks cup and immediately transports the viewer to scenes of coffee cherries being handpicked, washed and sorted – a reminder of the farming, sourcing, preparation and skilled hands behind every Starbucks coffee beverage.

“Coffee is at the heart of the Starbucks experience, and this work is a celebration of the global journey, care and craft behind every cup. By partnering with David Gelb, we were able to create a piece that reflects his signature storytelling style while also highlighting our ongoing commitment to quality and to creating moments of connection that feel meaningful,” said Erin Silvoy, svp, Global Marketing & Channel Development at Starbucks.  

A cinematic perspective on espresso 

Directed by Gelb and produced by Starbucks and Independent Media, the ad approaches espresso with the same cinematic reverence he brings to all of his storytelling focusing on craft, origin, and detail.   

“Coffee might be the most universal human ritual there is—it has connected people across cultures and centuries in a way very few things can. When Starbucks came to me and my producer Susanne Preissler, we knew I didn’t want to make an advertisement. We wanted to make a tribute. From Turkish sand coffee to siphon brewing to a perfectly pulled espresso, every culture has its own sacred relationship with this drink. What the barista does every day is continue that tradition — with care, with precision, with a kind of quiet magic,” said David Gelb.  

Music plays a central role in shaping the mood. The track “Tokyo Rain” by Loaded Honey – a partner barista) favorite from Starbucks coffeehouse playlists – has a layered, atmospheric build that complements the craft-driven storytelling and enhances the sensory experience of espresso while giving the ad a modern tone. 

“The Magic of Coffee” launches alongside Starbucks new spring menu, inviting customers to experience the craft behind every shot of espresso in their cup.

Because before the first sip, there is the journey. 

And in that journey, there is magic. 

Gold and Reserve members will unlock elevated benefits, including an extended period to enjoy their birthday treat, Stars that won’t expire, faster Star earning, and access to exclusive experiences. 

Starbucks Rewards secret menu beverages 

To celebrate the launch, Starbucks is also offering a secret menu beverage for each level, available to order in the Starbucks app for a limited time: 

• Green Level: Iced Matcha Latte with strawberry purée and banana cream cold foam, a playful twist that brings bright, fan‑favorite flavors to Starbucks signature matcha. 

• Gold Level: Iced Caramel Macchiato with toasted coconut cream cold foam and caramel crunch topping, a sophisticated update to an iconic classic. 

• Reserve Level: Ube Shaken Espresso with mocha drizzle, ube powder and chocolate cream cold foam, inspired by Ube Tiramisu and crafted to celebrate Reserve members.  

Exclusive Reserve member benefits 

The top Starbucks Rewards members will achieve Reserve status at launch and will receive a suite of benefits including the chance to get a free, personalized Reserve card. They will also be the first to access the Starbucks Shop, a new online destination offering exclusive Starbucks merchandise such as cups and tumblers, apparel and Starbucks Reserve whole bean coffee.  

Reserve Members will also unlock access to exclusive curated, coffee experiences that celebrate Starbucks heritage and craft. The first Global Coffee Experience is a trip for 10 Reserve members and their guests to enjoy a Starbucks journey to Tokyo in fall 2026. The trip will include a visit to the Starbucks Reserve Roastery Tokyo and immersive cultural adventures designed to inspire connection. Details on how to apply will be shared with Reserve members soon. 

Reimagined Rewards

The reimagined Starbucks Rewards program reflects a commitment to delivering benefits that matter most to members. Built on extensive member feedback, the updates introduce more meaningful rewards and new ways to engage with loyal customers. This update represents a key milestone in the Back to Starbucks strategy, revitalizing what it means to be a Starbucks Rewards member.