Starbucks sees growth in afternoon visits, fueled by Refreshers and new menu items

For many customers, a Starbucks run has long been part of their morning routine. Increasingly, it is becoming part of their afternoon too. We are seeing more customers stop in later in the day - whether it's for a refreshing beverage on the go, or a chance to relax in a comfortable chair or in the shade of a green patio umbrella with one of our delicious new food items. And that is beginning to show up our business in a meaningful way.

Starbucks coffeehouses across the United States are seeing more customers in the afternoons and into the evenings, with total visits increasing after 2 p.m. The biggest gains are between 3 and 5 p.m., where traffic growth is outpacing the rest of the afternoon. We're seeing more visits continuing into the early evening, which shows how Starbucks is becoming part of customers' routines well beyond the morning.

Fueling momentum with innovation

Leading that momentum in the afternoons is beverage innovation as Starbucks continues to roll out a steady pipeline of new choices across matcha, chai, coffee and Refreshers. Starbucks Refreshers have become one of the company's top-selling beverage platforms (second only to espresso) and drives strong performance in the afternoon.

Since its introduction in April, Starbucks Energy Refreshers are resonating with customers in the afternoon, offering the ability to tailor caffeine levels while meeting demand for refreshing options beyond the morning coffee occasion. The beverages continue to account for a growing share of the platform, reflecting strong customer adoption.

Contributing to that momentum, the new Tropical Butterfly Refresher, introduced May 12 as part of the summer menu, is also off to a promising start just weeks after launch. Inspired by vibrant tropical flavors, the beverage features bright citrus notes and a layered color that evolves as it is stirred, delivering a refreshing boost and a visually distinctive experience for customers.

Starbucks is also drawing in afternoon customers with an expanded food menu. which now features the Chicken Caesar Wrap and Sesame Ginger Chicken Wrap. Both new wraps, available at select coffeehouses in California and Washington state, offer fresh and satisfying options designed perfectly for the afternoon. These additions, along with the buzzworthy Unicorn Cake Pop, expand choice and pair perfectly with both hot and cold drinks.

Creating a distinct afternoon experience

Mornings continue to be a strong foundation for Starbucks. From updated digital menu boards to curated music, Starbucks is creating a coffeehouse experience that feels just as relevant in the afternoon, whether customers are stopping in briefly or staying a little longer. What is emerging is something additive with more occasions, more ways to visit and more reasons to come in throughout the day. All together, the company is creating a holistic experience that feels natural to customers, one that fits into how they already move through their day, with Starbucks along the way.

¹Data reflects the last 90 days (February 15 to May 16) at U.S. coffeehouses.