Dana Pellicano, senior vice president, global product experience
Customization is at the heart of the Starbucks Experience. From choosing milk, flavors, and toppings to recipes that give customers more choices, we are always innovating to meet the wide range of preferences that make every cup unique.
We’ve previously updated our matcha and iced coffee recipes to allow customers to tailor their sweetness level, and on March 3, we will introduce our Premium ChaiBlend crafted with just 2 grams of sugar from honey to offer even more ways to customize* their beverage.
Our menu of our high-quality beverages and food empowers customers to make informed decisions with access to ingredients and nutritional information through the Starbucks app and online. Our products also do not contain high fructose corn syrup, artificial dyes, flavors or artificial trans fats.
For more than 25 years, Starbucks Chai has been a customer favorite for its warming blend of black tea, cinnamon, clove, cardamom and ginger. Our new premium chai recipe carries forward that iconic flavor, now with the ability to allow customers to control the sweetness level.
The premium chai recipe includes 2 grams of honey and is sweetened with classic syrup, allowing the spice notes of cardamom, cinnamon and ginger to shine through while giving customers the opportunity to adjust the sweetness.
Both sweetness and spice are adjustable by adding or removing pumps of classic syrup to increase or decrease sweetness or adding or removing pumps of chai to adjust spice intensity.
Customers can also swap classic syrup for other flavors – such as sugar-freevanilla or sugar-free caramel – or simply to enjoy the beverage without any additional sweetener.
The spring menu will also feature new ways to enjoy chai, including the Iced Lavender Cream Chai and other returning favorites, offering customers even more ways to make chai their own.
DAWN CLARK, SENIOR VICE PRESIDENT, COFFEEHOUSE DESIGN AND CONCEPTS
Over the past year, teams across Starbucks have been deeply focused on re-centering the brand as the community coffeehouse by uplifting the coffeehouse experience: creating welcoming spaces that bring back the warmth and comfort customers have always loved. This work has included adding softer seating, more layers and textures, warmer colors, thoughtful lighting, improved acoustics and details that reflect the local character of the communities we serve. Some coffeehouses in places like New York City and Southern California have already been refreshed with these features.
And customers are already feeling the difference. For one individual, before the transformation, “Starbucks represented a place to get coffee and leave. Now, it feels more like a third place where I can hang out and stay longer – it provides a sense of community, comfort and relaxation.”
By the end of 2026, we expect these new designs and familiar comforts to be in 1,000 uplifted locations, creating environments that help make customers feel warm, comfortable and cared for.
As our coffeehouse experience work progresses, I’m excited to share two new elements designed to deepen that feeling even further: a new lounge chair and redesigned ceramic mugs. Both were created expressly to support our commitment to craft, comfort and connection at modern Starbucks coffeehouses.
A chair that invites you to settle in
One of the most recognizable changes customers have noticed in uplifted locations is the return of soft, generous seating. Our new lounge chair builds on that momentum. From the very first sketches, we designed this chair as an invitation to slow down and stay awhile.
With its wide, open arms and generous proportions, the chair supports a range of seating positions. Its performance velvet upholstery in deep Starbucks green adds warmth and texture, while the rounded arms and walnut legs help soften the space. All of these elements are in service of a simple idea: comfort helps make connection possible.
This chair also carries a quiet nod to our heritage. Many customers remember the iconic purple lounge chair that came to symbolize the welcoming third place Starbucks became known for. As we continue to add more variety and softer seating, this chair brings that nostalgia and heritage into the present day. We shared a sneak peek of the chair at our recent Investor Day in New York City, and customers can expect to see it in select uplifted and new coffeehouses by the end of 2026.
A new ceramic mug crafted for everyday rituals
Alongside the chair, we’re introducing a redesigned ceramic mug that enhances one of the most meaningful parts of the Starbucks experience: the ritual of lingering over your favorite drink in a coffeehouse. Whether it’s the steam rising, the weight of the mug in your hand or the aroma of a freshly made latte just the way you like it, ceramic mugs offer a sensory moment and a sense of comfort.
Our redesigned mug was influenced by Italian cafés with subtle elements of Seattle’s maritime heritage. Its porcelain body features a wider mouth that enhances foam and aroma, and the handle is shaped for a comfortable, natural grip. Finished in either classic white or deep green and available across all beverage sizes, the mug feels both familiar and refreshed; an everyday object designed with care and intention.
We are currently testing these mugs in select Los Angeles and New York City coffeehouses with a broader North American introduction planned for later in 2026 and a global rollout beginning in 2027.
Thoughtful additions to an intentionally designed space
The uplifted Starbucks coffeehouse design brings back familiar elements; soft seating, tactile materials, and locally meaningful touches, while creating a space where customers naturally want to gather. The new lounge chair and ceramic mug are intentional additions to the environments our customers are already experiencing in uplifted locations, elements that enrich everyday rituals and make each Starbucks coffeehouse feel special.
As we continue evolving our spaces, my team and I remain focused on what matters: creating community coffeehouses that feel warm, welcoming and deeply human. These new elements are small but meaningful examples of the comfort and care at the heart of the Starbucks experience.
Dana pELLICANO, SENIOR VICE PRESIDENT. global product experience
Starbucks customers have long embraced cold drinks — from Iced Coffee and Cold Brew to Refreshers and Frappuccino. But from social media feeds to sales one thing is clear: cold is not a fad, but a defining shift in how customers experience Starbucks beverages.
At Starbucks Investor Day, we shared that roughly two-thirds of the beverages sold in U.S. company-operated coffeehouse are cold. But this shift isn’t just happening in one market. Around the world, cold beverages account for roughly 60% of Starbucks international beverage sales, with cold outpacing hot across regions.
In other words, cold isn’t just a U.S. trend – cold beverage sales are a majority of our business globally.
The global momentum around cold continues to shape how we think about beverage innovation for customers in every market. From proprietary techniques that enhance texture to flavors inspired by communities around the world, we’re elevating what cold can be. That energy is central to how we’re getting back to Starbucks and leading with espresso expertise and creativity.
Designed for local tastes, inspired by the world
In South Korea, where Americanos are especially popular, we recently introduced the Aerocano – a foam-crafted iced Americano built around a proprietary aeration technique that enhances texture and body. The result is an elevated cold coffee experience, designed specifically for Korea’s strong base of Americano fans.
In the U.S., globally inspired flavors are making their way into cold espresso platforms. Launching March 3 for a limited time, the Iced Ube Coconut Macchiato draws inspiration from the vibrant purple yam popular in the Philippines. The beverage brings a bold, visually striking flavor profile into a layered cold espresso format, blending global influence with Starbucks craftsmanship.
Together, these beverages show how cold is driving innovation across markets – from technique-forward builds to culturally inspired flavors – while staying rooted in espresso. Leading with this expertise and creativity remains central as we continue executing on the “Back to Starbucks” plan.
Cold isn’t just growing, it’s reshaping the menu, accelerating global innovation and defining what the next era of Starbucks beverages can be.
Michael Kotick, vice president, marketing & innovation
At Starbucks, our goal is simple: give customers the drink they want, every time.
To deliver on this goal, we are always listening, learning and evolving our menu to meet changing customer preferences. One drink that has captured both attention and imagination? Matcha.
Matcha has been on the Starbucks menu for more than two decades, starting with our classic Green Tea Latte in 2006. In recent years, matcha has grown into a multimillion-dollar beverage category. In fact, tea revenue is up more than 70% across our company-operated coffeehouses in the U.S.* Tea, especially in the afternoon, continues to fuel momentum. And for us, matcha has become a canvas for creativity from both our customers and our partners.
In 2023, there were four matcha drinks on the menu. As of February 2026, our year-round lineup of matcha drinks has tripled, ranging from Protein Matcha to more fruit-forward flavored options such as Iced Double Berry Matcha and Iced Banana Bread Matcha. And for those craving something to savor, the new Strawberry Matcha Loaf is a delicious treat in the morning or afternoon. We also introduced unsweetened matcha powder in January 2025, responding to a popular request and opening the door to even greater customizations.
Today, matcha has become a powerful platform for innovation, bringing together high‑quality ingredients and unexpected flavors to create beverages that feel both modern and meaningful. It’s an exciting opportunity for us to continue evolving our menu and shaping what’s next for the brand.
Starbucks matcha powder is made from shade-grown, milled green tea sourced from some of the oldest tea growers in the world. To ensure the highest quality, we only use matcha that is deep blue-green with floral, sweet umami notes. Unsweetened matcha powder makes it easy to customize the level of sweetness by adjusting the amount of syrup in the beverage when ordering in the café or on the Starbucks® app.
Starbucks innovation in matcha highlights what our global innovation powerhouse does best: increase accessibility to suit everyone’s unique Starbucks experience. I can’t wait to see where this momentum takes us, starting this spring, when our fan-favorite Lavender is back.
Love is in the air – including love for cake pops. Valentine’s Day, Feb. 14, was the highest single day of cake pop sales in Starbucks history.
“A sweet treat to celebrate Valentine’s Day, Galentine’s Day, Singles Awareness Day, or whatever else you like in February,” posted one customer, holding up a red Valentine Cake Pop.
Many others echoed the Starbucks Valentine’s Day Instagram caption, “It really is that simple,” posting photos and videos celebrating the thoughtful yet uncomplicated joy of surprising a loved one with a cake pop and a favorite beverage with “I love you” or “Will you be my Valentine?” written in Sharpie on the cup.
“Our customers are awesome. Cake pops are literally popping up across our social feeds and it’s amazing to see how creative they’re getting,” said a Starbucks spokesperson. “It’s no surprise our cake pops stole the show this Valentine’s Day — they’re fun, shareable and made for sweet moments of connection. Yet another example of the power of this iconic brand.”
Starbucks first added cake pops to the menu in 2010. Sixteen years later, the record-setting day of cake pop sales is an example of something Tressie Lieberman, chief global brand officer at Starbucks, shared at the company’s recent Investor Day in New York City. Starbucks isn’t chasing trends, she said, “we’re building on a beloved platform and never giving customers a reason to go anywhere else.”
In addition to building on core favorites, this spring Starbucks will expand its menu with espresso, matcha and chai drinks featuring flavors like ube and coconut. The bakery case will see a lineup of globally inspired flavors, such as the Strawberry Matcha Loaf.
When we say, “Everything we do starts and ends with our green apron partners,” for me, Starbucks FoodShare is one of the clearest examples of what that looks like in action.
Back in 2016, Starbucks partners (employees) championed the idea that our coffeehouses should donate unsold food to people facing hunger. That partner-led idea became Starbucks FoodShare. Ten years since, it’s grown into one of the most innovative food donation programs in the U.S. In partnership with Feeding America and other hunger relief organizations, our coffeehouses provide daily donations of nourishing, ready-to-eat meals while keeping surplus food out of landfills.
What started as a pilot in San Diego; Chicago; Orange County, Calif., and Seattle, has expanded to 100% of company-operated coffeehouses across North America — helping donate more than 121 million meals, which is equivalent to 144 million pounds of food diverted from waste streams. This work is made possible by our backhaul model: At close, partners set aside donations, and our refrigerated delivery trucks pick them up and take them to a distribution center. From there, the food is sorted and sent to regional food banks and local pantries, easing the burden on food banks so they can focus on serving their communities.
In my own community of Dallas, Texas, the impact has been inspiring. Just in fiscal year 2025, our teams have helped donate 470,000 meals to the local community. At our best, Starbucks coffeehouses are places of belonging, connection and impact, where partners have the opportunity to help nourish their community!
As a 14-year partner leading a coffeehouse in Prosper, Texas, I know there are many people in our broader Dallas/Fort Worth community who may not know where their next meal is coming from. Starbucks FoodShare matters because it allows us to continue supporting hunger relief right here in our communities.
FoodShare is also special because our food donations are matched with support for local hunger relief efforts — including capacity-building grants that help food banks expand things like storage, refrigeration and distribution. Knowing our daily work in the coffeehouse connects to that bigger impact is something I’m really proud of.
Ten years in, FoodShare’s legacy is shaped by partners and our community relationships, and I’m excited for the difference we’ll continue to make together.
Starbucks is fueling New York Fashion Week (NYFW) in February by supporting a multitude of collaborations, designers and cultural moments that help build on the brand’s growing presence in fashion.
Starbucks will support designers including AREA, Collina Strada, Echaus Latta, Sergio Hudson and ZANKOV across key shows. The company will also serve as the exclusive coffee partner for the designers, fueling the week’s early call times, final curtain call and everything in between.
“Tapping into cultural relevance matters more than ever,” said Tressie Lieberman, chief global brand officer at Starbucks. “As we continue our journey to get Back to Starbucks and ignite the soul of the brand, we’re leaning into moments and partnerships that truly excite our customers. Starbucks has always been the perfect personalized accessory for the design community. Fashion is a powerful expression of identity, and we are proud to champion and support the creative voices that are shaping and inspiring trends.”
About the design house: AREA is the world where possibility meets occasion. The tension between intimacy and spectacle, where the spirit of the American dream meets the artistry of European craftsmanship.
Go-to Starbucks beverage: A venti Caffè Mocha with oatmilk, half the mocha, sometimes with an extra shot of espresso.
How does Starbucks fuel your creativity?Starbucks offers a reliable ritual in an industry that never slows down. Whether we’re in New York or Milan, it’s a constant we can rely on – grounding our team and keeping the momentum moving wherever the work takes us.
Hillary Taymour of Collina Strada
About the design house: Collina Strada is a design house rooted in empathy, making clothes for real life – where fashion is a tool for environmental care, emotional honesty and collective joy.
Go-to Starbucks beverage:Grande Chai Latte with oatmilk
How does Starbucks fuel your creativity? Starbucks is my little ritual of momentum. Once I have that cup in my hand, my brain clicks on. It’s less about the caffeine and more about feeling resourced enough to face the chaos and turn it into something creative.
Mike Eckhaus & Zoe Latta of Eckhaus Latta
About the design house:Eckhaus Latta is about dichotomies and the tension that exists in contrasting ideas and energies to create something curious and new.
Go-to Starbucks beverage:
Mike: Grande Iced Espresso with whole milk or coconutmilk if I’m feeling funky. Not shaken – I like the layers.
Zoe: Venti Iced Passion Tango Tea. I love a big, sweaty cup.
How does Starbucks fuel your creativity?
Mike: Very few things in the world feel as good as a jolt of caffeine when you are in the middle of a large, creative project.
Zoe: Sometimes it’s nice to have the thing you know and love, consistently, around the globe.
Sergio Hudson of Sergio Hudson
About the design house:Sergio Hudson is a brand rooted in strength and confidence, dressing women who lead with power and presence. Every design is created to empower women through precision, intention, and bold femininity.
Go-to Starbucks beverage:: I have two very specific go-to orders. The first is a creamy Mocha Frappuccino with three pumps of vanilla, three pumps of peppermint and mocha sauce in the cup – basically dessert with a mission to pick me up. The second is a venti Iced Black Tea with nine pumps of classic syrup, because sometimes creativity needs to move fast.
How does Starbucks fuel your creativity? Simply by being there when I need it most. From a quick midday pick-me-up to inspiration from a brand that grew from an idea into a global force, it keeps me moving forward.
Henry Zankov of ZANKOV
About the design house:ZANKOV is a New York–based, knitwear-focused design house establishing a bold new visual language through color, shape and pattern. Rooted in craft and innovation, the brand blends luxurious natural fibers with technical yarns to create playful, genderless pieces that extend beyond clothing into a broader creative universe.
How does Starbucks fuel your creativity?Starbucks is a constant during long studio days; it’s a reliable pause that helps reset my focus. Those small rituals create space to think clearly and let ideas come together naturally.
A coffee rave for Fashion Week attendees in Tribeca
On Friday, Feb. 13, Starbucks will host a high-energy coffee rave with DJ LP Giobbi at its beautifully uplifted coffeehouse in Tribeca.
Where coffee meets couture
Starbucks continues to show up in culture in ways that reflect its evolving role on the runway, in creative communities and in the rituals that fuel them. The company is no stranger to the fashion world, with its iconic cup long serving as a mainstay accessory for designers and show attendees. Beyond New York Fashion Week, the company plans to commission select designers to create limited-edition merchandise in the upcoming seasons, fusing fashion and coffee culture with iconic pieces that spotlight the talent of next-generation designers.
Starbucks recently debuted The House of Coffee at Milan Men’s Fashion Week, a new cultural platform at the Starbucks Reserve Roastery Milano. In September 2025, Starbucks debuted a custom couture gown for New York Fashion Week for Spring/Summer 2026.
Every day, Starbucks partners (employees) bring our mission to life through world‑class craft, warm connection and the Green Apron Service that anchors every cup. This spring, thousands of partners across the United States and Canada will bring those skills to the stage as the 2026 North America Barista Championship begins its journey from coffeehouses to the national finals in Seattle.
First introduced more than a decade ago, the North America Barista Championship celebrates the artistry and expertise of our baristas. The program reflects our Back to Starbucks strategy, which centers on elevating the partner and customer experience through craft, beverage quality and connection.
Beginning in April, partners can participate directly from their own coffeehouse. Through a series of competitions, from beverage quality to latte art, coffee storytelling and the energy of a coffeehouse rush, partners put their skills into action and grow in confidence along the way. These moments create space for learning and recognition, while deepening each partner’s connection to coffee.
As champions advance through district, area and regional rounds, the stories that emerge are as inspiring as the competition itself. Partners encourage each other, share techniques and celebrate the craft that defines our brand. Many speak about discovering new strengths, building community with fellow baristas and finding renewed pride in the green apron.
The journey culminates this fall when finalists from across North America will gather in Seattle during National Coffee Day and International Coffee Day. Over several days, they’ll participate in elevated rounds of competition, explore the heritage of our hometown and be recognized for the expertise they bring to their coffeehouses every day.
The North America Barista Championship is more than a competition; it’s a celebration of our partners and the future of our coffee leadership. By honoring the craft of baristas and creating opportunities for growth, we continue investing in what makes Starbucks the best job in retail: our people.
Please join us in cheering on the partners who will take the stage this year. Their passion and talent remind us that coffee is more than what we serve — it’s how we connect, inspire and grow together.
At Starbucks 2026 Investor Day, chairman and chief executive officer Brian Niccol and other leaders including Tressie Lieberman, global chief brand officer; Mike Grams, chief operating officer; Brady Brewer, chief executive officer Starbucks International; and Cathy Smith, chief financial officer, highlighted the company’s turnaround progress, unveiled new coffeehouse innovations, introduced a reimagined loyalty program, and reaffirmed its commitment to be the world’s leading customer service company.
Over the past 18 months, Starbucks has built a disciplined plan, said Brian Niccol, Starbucks chairman and chief executive officer, as he returned to the stage at the close of Starbucks Investor Day.
“’Back to Starbucks’ is the strategic currency of our turnaround,” he said. “And it’s working. Our work is ahead of schedule.”
Niccol said he wanted to close Investor Day by sharing what he means by “the best of Starbucks” and how it guides the long-term vision.
“It’s a customer experience that stays with you — because it sets the standard for what great feels like,” he said. “An experience so defining, others use it as the benchmark.”
From warm, vibrant coffeehouses with thoughtful design and comfortable seating to partners who bring the third place to life, he emphasized that Starbucks aims to be a welcoming presence in every community.
The best of Starbucks means a place “where you feel seen by partners … where you’re greeted by name. And every order is customized to your taste and delivered to you by hand,” he said.
For Niccol, the future of Starbucks is rooted in relevance, freshness and pride. “A brand that feels relevant and new. And a menu that’s on-trend — with personalized options to help you start your morning and to give you a boost in the afternoon,” he said. “An app that knows what you like and makes ordering seamless. And a Rewards program that feels made exactly for you.”
Niccol closed with optimism.
“I’m confident this is just the beginning for Starbucks and our iconic brand,” he said. “We’re building a business that delivers the best of Starbucks for every customer, every partner and every shareholder. And we’re positioning Starbucks for unrivaled success, global growth and profitability for years to come. If I can ask you to remember one thing, it’s that the shine is back.”
