From matcha to energy refreshers, the coffee giant wants to turn slow afternoons into a growth moment
Seattle, 30 January 2026 – Starbucks has long dominated mornings with its coffee culture, but now the company is turning its attention to the afternoon. In the coming weeks, Starbucks locations across the United States will introduce a new afternoon-focused menu designed to attract customers looking for a quick energy boost or a relaxing break later in the day.
The new menu goes beyond traditional coffee and includes a wider mix of teas, refreshed energy drinks, matcha-based beverages, and new snack options. The goal is to tap into more spontaneous afternoon visits, when customer choices are often driven by mood, weather, or the need for a mental reset.
According to Tress Lieberman, Starbucks’ global chief brand officer, mornings tend to follow a routine, while afternoons are more flexible. That difference, she said, creates an opportunity for the brand to offer something fresh and appealing beyond its core coffee lineup.
In simple terms, Starbucks wants to give people more reasons to stop by after lunch. Whether it is a light energy drink, a less-sweet chai, or a portable snack, the company hopes to become part of customers’ afternoon habits.
The move comes as Starbucks faces growing competition from fast-growing beverage chains such as Dutch Bros and Black Rock Coffee, which have gained popularity with younger consumers and strong afternoon traffic. Industry experts note that afternoons are typically a slower period for Starbucks, leaving room for growth.
Robert Birn, senior director of consumer research at Technomic, said afternoon visits often serve as a short break from the day. For many customers, it is less about caffeine and more about taking a moment to recharge emotionally or mentally.
A major highlight of the new menu is Starbucks’ updated take on energy drinks. Built on the brand’s Refreshers line, the new beverages use caffeine sourced from green coffee extract or unroasted coffee beans. This approach allows Starbucks to position the drinks as a cleaner alternative to traditional energy drinks, which often contain synthetic ingredients.
Health-focused innovation plays a big role in the new offerings. Starbucks is introducing a chai latte with adjustable sweetness and global-inspired flavors such as ube and lavender. Matcha drinks are also being added, reflecting growing interest in plant-based and wellness-oriented beverages. Market data show that health-conscious consumers now account for roughly 40 percent of food and beverage sales, while the global energy drink market is valued at about $25 billion.
Food is also getting a refresh. Starbucks plans to add more filling, protein- and fiber-rich options that are easy to eat on the go. Portable items such as flatbreads or pizza-style snacks are under consideration, made with simple, clean ingredients. Food already represents nearly $6 billion in annual sales for Starbucks, making it a key part of the strategy.
Although the drinks are designed with afternoons in mind, they will be available all day. Starbucks will update menu boards and its mobile app to highlight the new offerings, aiming to encourage morning customers to return later in the day and attract new visitors who usually drink coffee at home.
The expanded afternoon menu is part of the broader turnaround plan under CEO Brian Niccol. After a slow start, recent changes appear to be gaining traction, with Starbucks reporting early signs of improved sales and higher foot traffic at U.S. stores over the past two years.
By rethinking its afternoon appeal, Starbucks hopes to turn a traditionally quiet time of day into a new engine for growth.
