Starbucks has revealed its once-unofficial “secret menu,” transforming customer creations into app-powered reality. The chain officially launched its hidden drink customizations on July 14, 2025, after years of fan-made recipes circulating online. For the initial time, Starbucks Rewards members can now order four exclusive specialty drinks through the app’s “offers” tab, bypassing the need to explain complex recipes to baristas. The move formalizes a trend popularized by social media while streamlining ordering for customers.
The secret menu includes hyper-customized twists on existing beverages. The Cookies On Top upgrades cold brew with vanilla syrup, vanilla sweet cream foam, and cookie crumbles. Dragonfruit Glow-Up blends the Mango Dragonfruit Lemonade Refresher with peach juice and foam. Lemon, Tea & Pearls adds raspberry-flavored popping pearls to black tea and lemonade, while Just Add White Mocha mixes white chocolate sauce into brown sugar oat milk espresso. These drinks reflect viral TikTok trends and customer experimentation, now preloaded into the app for one-tap ordering. Coffee enthusiasts can appreciate the creativity similar to the way specialty coffee shops celebrate unique flavors from artisanal beans.
Starbucks’ new secret menu merges viral TikTok trends with app convenience, offering cold brew cookies, dragonfruit-peach fusions, and tea with popping pearls.
Starbucks is inviting fans to submit their own drink ideas through a contest offering a $25,000 prize, with winning recipes added to future menu updates. The strategy mirrors CEO Brian Niccol’s playbook at Chipotle, where crowdsourced social media items amplified sales. Analysts say the secret menu strengthens Starbucks’ ties to young, tech-savvy customers by making the brand seem playful and collaborative. It also drives app use at a time when digital engagement is critical for loyalty programs.
Early demand has been high, with some drinks selling out quickly in test markets. The app displays full customization details for each recipe, avoiding confusion during pickup. Some customers may miss the bygone era of face-to-face ordering, where baristas decoded elaborate recipe requests with a wink. While Starbucks hasn’t confirmed long-term plans, it promises regular updates to keep the secret menu fresh. Ongoing updates will introduce new customizations exclusively through the app’s offers tab, rewarding members who check it frequently. The chain has already hinted at seasonal variations like peppermint cold foam and spiced apple infusions for fall.
The launch marks a shift from corporate-controlled menus to co-creation with customers—proving that even a global chain can welcome grassroots creativity without losing its polish.
