The Starbucks chain is once again making waves with a strategy that is already generating interest among the most loyal customers. Although it has implemented several significant changes to its menu in recent months, the company hasn't stopped innovating. This week, customers in the United States have one more reason to visit their usual coffee shop.
Starting May 7, Starbucks is launching a special promotion that allows its customers to try one of its latest creations for free. It's the Brown Sugar Cream Cold Foam, a new cold foam that can be added at no cost to any cold drink. The offer will be available until May 11 and is exclusive to members of the Starbucks Rewards program.
A week to try the new brown sugar foam
This new cold foam is made with brown sugar sweetened with molasses, giving it an intense and sweet flavor. Its creamy texture is added as a topping to cold drinks like iced lattes, chais, or shaken espressos. The novelty has already caught the attention of many customers for its warm and different taste.
To take advantage of this promotion, users must be registered in the rewards program. They can apply the offer when placing an order in the Starbucks app or directly in-store, mentioning that they want to add the foam for free. The promotion also includes other popular versions like vanilla, salted caramel, matcha, lavender, and cherry.
This themed week dedicated to cold foam comes at a time of change for Starbucks. Despite reducing its menu by eliminating some classic drinks, the chain wants to show that it remains alert to trends. This new addition is a clear sign that innovation continues.
Menu reduction, but with new flavors on the way
At the beginning of March, Starbucks removed thirteen drinks from its menu in the United States as part of a plan to simplify operations. Some of the removed items were versions of the popular Frappuccino and other drinks like the Flat White with almond milk or the matcha lemonade. This measure was announced as part of an efficiency strategy.
CEO Brian Niccol had already implemented a similar policy during his time at Chipotle: for every new proposal, another had to be removed from the menu. According to him, this dynamic allows for better staff training, improved service, and optimized in-store resources. Despite complaints from some fans, Starbucks assures that the goal is to improve the customer experience.
Although some drinks have disappeared, the company assures that it will continue to bet on fresh and current flavors. The brown sugar foam joins a line of products that seeks to adapt to consumer preferences. For now, coffee lovers have the opportunity to try something new without paying extra.