Starbucks introduces new menu options in an effort to boost its growth

Starbucks Introduces Globally Inspired Menu to Attract Customers

On Monday, Starbucks rolled out a selection of new menu items inspired by international flavors, as part of its ongoing strategy to bring more customers back into its stores.

This menu update is a key part of CEO Brian Niccol’s year-long “Back to Starbucks” initiative, which aims to reverse a series of quarterly declines in same-store sales. The latest financial results show progress, with Starbucks reporting a 4% increase in same-store sales as of January 28.

The February launch features six fresh bakery treats—including innovative loaf, tart, and croissant varieties—alongside a new dark roast coffee. In addition, Starbucks recently added two fruit-infused matcha drinks to its permanent menu as part of its Valentine’s Day collection.

“Customers shared with me that our menu needed to feel more relevant,” Niccol remarked during the company’s investor day on January 29.

Niccol’s revitalization plan has included removing the surcharge for plant-based milk, adding personal touches like handwritten notes on cups, and introducing a modernized dress code for staff to enhance the brand’s image. Last month, Starbucks also overhauled its loyalty program, introducing a three-tier system that offers greater rewards for top-tier members.

In September, the company announced plans to close certain underperforming stores as part of its broader efforts to strengthen financial performance.

The chocolate pistachio loaf is one of the new internationally inspired items introduced by Starbucks in February.
Image courtesy of Starbucks.

Highlights of the New Menu

• Dubai chocolate bite
• Cookie croissant swirl
• Berry blondie
• Strawberry matcha loaf
• Yuzu citrus blossom
• Chocolate pistachio loaf
• 1971 Roast – a new dark roast coffee
• Iced double berry matcha
• Iced banana bread matcha

This refresh follows other recent menu changes, such as the introduction of protein lattes and an expanded fall lineup last year.

Starbucks has also streamlined its offerings by discontinuing less popular items, aiming to better align with evolving customer tastes.

“It became clear that to revitalize our business and set the stage for long-term growth, we needed to rethink our operations and core practices,” Niccol explained at the investor event.

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