"The menu will contain rotating offers for drinks, created by fans on social media who use Starbucks's customization options to create particularly alluring beverages."
"Customization is a big part of Starbucks's appeal; you can order a drink just as you like it, but its menu has become so sprawling and complicated."
"The brilliance of the Starbucks Secret Menu is twofold: it can ride a TikTok trend, using promotional interest, and it's made with existing ingredients."
"Instead of creating a TikTok trend, Starbucks can simply engage with current trends through custom drinks, all utilizing ingredients already on hand."
Starbucks is implementing a new strategy under CEO Brian Niccol to revitalize its growth. This includes a secret menu in its app featuring rotating drink offers created by fans through social media. The customization of drinks has become a hallmark of Starbucks, but to simplify production, the menu has been trimmed. The secret menu not only capitalizes on existing TikTok trends but also utilizes available ingredients, allowing for a seamless introduction of these innovative products.
Read at Fast Company
Unable to calculate read time
Collection
[
|
...
]