Starbucks Targets Afternoon Customers With Energy Drinks, Matcha, And New Snacks

Starbucks is rolling out a refreshed afternoon menu in the United States as it looks to attract customers beyond its traditional morning coffee rush.

In the coming weeks, the coffee chain will introduce a range of new food and drink options designed for later in the day, including teas, updated energy drinks, matcha-based beverages, and new snacks. The additions mark a shift from Starbucks’ heavy reliance on coffee and aim to tap into more spontaneous afternoon consumption.

According to Starbucks’ Global Chief Brand Officer, Tressie Lieberman, customer behaviour differs significantly between mornings and afternoons. While mornings tend to be routine-driven, she said afternoons are more flexible, creating room for different beverage choices influenced by mood, weather, or energy levels.

Industry analysts note that afternoons have traditionally been a slower period for Starbucks, presenting room for growth. The chain has also faced increasing competition from smaller rivals such as Dutch Bros. and Black Rock Coffee, which have gained traction with younger consumers and non-coffee drinks.

The push to strengthen afternoon offerings forms part of CEO Brian Niccol’s broader turnaround strategy for the company. After a prolonged slump, Starbucks recently reported its first increase in US same-store sales and customer traffic in nearly two years, suggesting early signs of recovery.

A key feature of the new menu is Starbucks’ re-entry into the energy drink market. The company previously exited the category during a menu simplification exercise, but is now returning with energy drinks built around its popular Refreshers line. These drinks will use caffeine sourced from green coffee extract rather than synthetic ingredients, a move Starbucks believes will appeal to health-conscious consumers.

Market data supports the strategy. Industry research firm Circana reports that health-focused consumers now account for about 40% of food and beverage sales, while energy drinks have grown into a $25 billion global market.

Starbucks is also expanding its lineup of wellness-oriented beverages, including customizable chai lattes, new matcha drinks, and globally inspired flavours such as ube and lavender. On the food side, the chain plans to introduce more savoury, portable items rich in protein and fibre, targeting customers looking for quick afternoon meals or snacks.

Although the new offerings are being promoted as afternoon options, they will also be available throughout the day. Starbucks plans to update in-store menu boards and its mobile app to highlight the selections later in the day, with the goal of encouraging morning customers to return for a second visit.

The company hopes the strategy will not only increase repeat visits but also attract customers who may brew Starbucks coffee at home in the morning and are looking for a convenient pick-me-up in the afternoon.