Brief testing period will give Starbucks chance to evaluate new technology
Starbucks is making it simple for customers to order drinks off its secret menu. The coffee giant is testing out a new feature that allows Facebook and Instagram users to order specialty drinks directly through the social media platforms.
“Starbucks is always exploring innovative ways to enhance the customer experience. As part of these efforts, this summer we are doing a limited test to help customers easily order popular social media customizations,” a Starbucks spokesperson told Business Insider. “Our customers and partners often come up with creative customizations and we look forward to hearing feedback on their experience using this digital ordering feature.”
The drinks available for purchase during the test are the Iced Matcha Latte with Chai and the Pink Drink remixed. Both beverages became popularized after being featured on the video sharing platform TikTok.
“I recently discovered the best drink in the world,” TikToker Robin Swann, who is followed by nearly 200,000 users, said in a video reported on by CNN Business. “Iced Matcha Latte with two pumps of chai, tastes like drinking the moon herself.”
During the brief testing period that started on Tuesday, customers wanting to order the unique drinks simply need to swipe across an image of the beverage, which will direct them to a Starbucks-run page where they can complete the purchase.
“We know that there is this rise in customized beverages,” Starbucks spokesperson Sanja Gould told CNN Business. “Anything that we can do to help the [employee] and customer experience, we definitely want to do.”
During an April earnings call, Starbucks CEO Kevin Johnson attributed part of an uptick in sales in the year’s first quarter to customized drink orders, according to CNN Business.
The Pink Drink Remixed is a twist on the Pink Drink, which has a coconut milk base combined with strawberry acai. The Pink Drink was added to Starbucks’ official menu in 2017, and the current-day remixed version is topped with vanilla sweet cream cold foam.
Starbucks’ acceptance of user and influencer created beverages falls in line with current trends. Dunkin’ came out with a drink called “The Charli,” this past year, in reverence to TikTok star Charli D’Amelio. McDonalds, meanwhile, has had recent collaborations with musical artists Travis Scott, BTS and J Balvin.