Over the past few months, Starbucks (SBUX) has been battling to repair its rocky relationship with consumers who have been avoiding its stores for a number of reasons, such as high prices and alleged political alliances.
This pullback from consumers recently put a significant dent in the company’s pockets.
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In Starbucks' fourth-quarter earnings report for 2024, the coffee retailer revealed that its U.S. comparable store sales declined by 6% year-over-year. This contributed to the company facing a 3% year-over-year decrease in its net revenues.
Related: Starbucks CEO reveals major changes to stores after sales decline
In the face of shrinking sales, last month, Starbucks announced several changes it will make to its stores to win back customers. These changes include a promise to deliver orders to customers within four minutes or less, the return of condiment coffee bars in stores, and a more refined menu focusing on consistency and quality.
Starbucks' leaked winter menu has major surprises
Consumers may have just gotten an unexpected peek at what a more concise Starbucks menu will look like. Its second winter menu appears to have been leaked online.
A recent Instagram post by popular food blogger Markie Devo reveals that Starbucks’ new menu will allegedly drop on Jan. 2, 2025. The menu will introduce two new drinks: the Cortado and the Brown Sugar Oatmilk Cortado.
Starbucks
Devo also claims that the menu will bring back Starbucks’ Pistachio Latte, a seasonal drink that went viral after it was first introduced in 2021.
Starbucks may also offer customers two new food options. The menu introduces a new vegan Spicy Falafel Pocket, which contains “smashed falafel, creamy hummus, roasted red bell peppers, pickled onions and spicy herb sauce wrapped inside a toasted lavash flatbread,” according to Devo.
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Customers may be able to pair the Spicy Falafel Pocket with the “Bitchin’ Sauce Chipotle Almond Dip,” made with almonds, lemon juice, soy sauce, nutritional yeast, garlic, chipotles, vinegar, and tomato.
The leaked menu further reveals that Starbucks could soon adopt a new matcha drink formula.
This new formula uses unsweetened matcha powder and a classic syrup sweetener. Baristas could also start making matcha drinks with blenders instead of shakers for a smoother texture.
Related: Starbucks is scaling back a privilege customers love
In addition to leaking Starbucks’ alleged new winter menu, Devo also shared which items may appear on the coffee giant’s new Valentine's Day menu.
The Valentine's Day menu is speculated to be released on Feb. 4, 2025, and it will allegedly feature a new Blackberry Sage Refresher, which contains sweet blackberries, sage, ice, and water. The drink can be made with lemonade or coconut milk.
The leaked February menu also contains a new Valentine Cake Pop and suggests the return of the Chocolate-Covered Strawberry Frap and Chocolate Hazelnut Cookie Cold Brew.
Starbucks declined to comment on the buzz surrounding the leaked menus.
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Starbucks customers may shell out more cash
As speculation surrounding Starbucks’ new seasonal menus grows, customers should expect to increasingly pay full price for upcoming menu items.
According to a recent report from the Wall Street Journal, Starbucks is contemplating scaling back the number of promotions and discounts it offers to customers. The company will instead focus on advertising seasonal drinks and further emphasizing its premium coffee.
Starbucks’ new strategy follows the appointment of Brian Niccol as CEO of the company. Niccol assumed the position in September after he resigned as CEO of Chipotle in August.
“It is clear we need to fundamentally change our strategy to win back customers. ‘Back to Starbucks’ is that fundamental change,” said Niccol in Starbucks’ fourth-quarter earnings report. “My experience tells me that when we get back to our core identity and consistently deliver a great experience, our customers will come back. We have a clear plan and are moving quickly to return Starbucks to growth.”
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