Starbucks Launches Official App Secret Menu, Contest

Starbucks has launched its official 'secret menu' as a feature in its mobile app, debuting on July 14 and available to Starbucks Rewards members under the 'offers' tab at participating stores. The initial menu includes four fan-inspired drinks: Cookies on Top, Dragonfruit Glow-Up, Lemon Tea & Pearls, and Just Add White Mocha, marking the first official digital availability of these customizations. The secret menu will rotate regularly, providing a dynamic selection of custom beverages. Starbucks is also holding a Secret Menu Contest until July 20, where customers and employees can submit their own drink creations for a chance to win $5,000 and a spot in the app, with the overall winner receiving a $25,000 grand prize. This initiative highlights Starbucks’ embrace of viral DIY drink culture and its strategy to enhance digital convenience and customer engagement under CEO Brian Niccol. The move reflects a wider trend of brands integrating fan-driven innovations into their digital offerings.