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.
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.
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