Even Starbucks can’t keep track of its millions of taste combinations.
So in a fairly ingenious sales move (and possibly a way to save some money on product development), Starbucks has concocted a fun social media way to order some favorite customer drink combos they’ve discovered, and let the rest of the world order them too.
As CNN explains, on Tuesday the company started a limited test that lets customers order two custom beverages through Facebook or Instagram -- “Iced Matcha Latte with Chai” and the “Pink Drink Remixed.”
Then, customers who see the images on the social media platforms can swipe to access a special Starbucks web-page, where they can place that particular order.
Like a number of customer-concocted drinks that Starbucks has already stumbled upon via social media, that matcha/chai combo was popularized earlier this year on TikTok. Lizzo posted a video of herself sipping the drink, whispering "Try it,” which of course made the caffeinated mash-up blow up.
The "Pink Drink Remixed" wasn’t so much a social media phenomenon, just a twist on the brand’s original "Pink Drink" popularized by customers who started subbing coconut milk in for water in the Strawberry Acai. It was eventually added to the official menu in 2017. The new “Remixed” version is topped with a vanilla sweet cream cold foam.
Increasingly inventive customized orders might be another offshoot of our lockdown times, as people have obviously had more time on their hands to dream up combinations. Starbucks CEO Kevin Johnson confirmed that customized drinks contributed to more spending-per-order at Starbucks in the first three months of 2021.
But for the company as a whole, this new social media test is also a way to try to streamline the ordering process for customers and employees when a specific customized drink takes off.
How long this test will continue was not confirmed by Starbucks spokesperson, Sanja Gould.
Specialized drinks are in demand beyond drinks-only chains. Dunkin’ tried some new coffee and tea drinks and darker roasts last year. And McDonald’s has their new McFlurry flavor, which isn’t exactly a coffee drink, but, you know, McFlurry! And they’ve also also found success with meal combos hyped on social media by influencers like Travis Scott, J Balvin, and BTS.
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