Transformed Starbucks Menu: 6 Significant Adjustments That Might Alter the Beverage Selection
Starbucks, the global coffee giant, is adapting its menu and brand to cater to Generation Z, a demographic known for their preference for quality over "sugar bombs." The company is focusing on craft-style, authentic drinks that are less sugary and more sophisticated, as reflected in the introduction of the Pecan Cortado in the Fall 2025 menu.
To align with Gen Z's health and wellness trends and clean-label preferences, Starbucks is expanding plant-based and non-dairy options, such as the new Maple Pecan Non-Dairy Creamer. In India, Starbucks has introduced clean-label food options and snackable, shareable foods, including bite-sized snacks and sandwiches inspired by local tastes.
Starbucks is also appealing to Gen Z's premium vibe preference by emphasizing quality ingredients and craft authenticity, creating a sophisticated experience even within a large chain. The company is simplifying its menu by cutting about 30% of SKUs, removing some of the more niche or higher-effort beverages, to ease service and better focus on popular and authentic options that resonate with younger consumers.
Digital innovation is another key area where Starbucks is engaging younger consumers. The company has introduced a "secret menu" accessible via their app, enabling personalization and custom drink orders—key engagement tools for Gen Z who value customization and social media trends.
CEO Brian Niccol, who joined Starbucks in 2018, is driving these changes. He has revealed that sales of Starbucks' sugar-free matcha latte increased 40% from the prior year after removing sugar from the matcha powder in January. Niccol plans to create spaces in Starbucks stores where customers can socialize or have a moment for themselves.
Starbucks is also testing fresh baking, including a croissant that is flakier and fluffier than the current reheated version. The company is exploring new protein-heavy drinks and high-protein snacks for their menu.
In a bid to stay relevant and modern, Starbucks actively researches Gen Z trends on platforms like TikTok. Cold foam, for instance, was introduced as a result of this research. A renovated Starbucks store in Seattle now offers plush chairs, cushioned benches, wood-paneled walls, and a vibe that encourages socializing and solitude. The store is filled with customers doing homework, chatting with friends, and even working on a tax return.
Starbucks is also testing an aperitivo menu with sparkling beverages, sippable coffee drinks, and snackable bites. US Health and Human Services Secretary Robert F. Kennedy Jr. stated that Niccol shared Starbucks' plans to further MAHA its menu in a June 18 post, using the acronym for Make America Healthy Again.
These strategies reflect Starbucks’ intent to meet Gen Z’s demands for health, authenticity, convenience, and premium experiences. With these changes, Starbucks aims to remain a favourite among the younger generation for years to come.
- Starbucks, in an effort to cater to Gen Z's preferences for wellness and clean label products, is expanding its plant-based and non-dairy options, such as the new Maple Pecan Non-Dairy Creamer, and is also testing new protein-heavy drinks and high-protein snacks.
- In line with Gen Z's affinity for technology and social media, Starbucks has introduced a "secret menu" accessible via their app, enabling personalization and custom drink orders, and is also testing an aperitivo menu with sparkling beverages, sippable coffee drinks, and snackable bites.
