Starbucks targets a second peak after 11 a.m. with new “Energy Refreshers,” tea flavors, and an afternoon store experience

Starbucks is trying to change how customers think about the middle and late parts of the day, betting that a stronger “second peak” after 11 a.m. can drive sustained growth. In a company marketing message published April 6, Starbucks said midday and afternoon dayparts generate $11 billion in sales after 11:00 a.m. and it believes there is room to create a true second peak by meeting customers “where they are later in the day.”

The plan centers on the products customers reach for when they are no longer seeking a morning coffee routine. Starbucks is expanding its afternoon-focused “Energy Refreshers” line with a customizable energy option that the company describes as using caffeine derived from nature, with no added synthetic additives, and with added B vitamins. Starbucks also said it is rolling out new tea flavors for the afternoon, including Iced Mango Cream Chai and Iced Mango Cream Matcha coming to U.S. coffeehouses on April 7, and it links the tea platform to growing demand, saying tea sales have climbed more than 70% since 2021.

Beyond beverages, Starbucks is adjusting the in-store and app-driven experience to make afternoon ordering feel intentional, not incidental. The company said digital menu boards will shift during the afternoon from morning recommendations to spotlight afternoon favorites such as Energy Refreshers, iced teas, and grab-and-go snacks. It also described a change in atmosphere, with upbeat afternoon playlists, and it said customers who begin a visit in the Starbucks app will see an afternoon menu highlighting refreshing beverages, protein-packed sandwiches, and sweet treats. The company framed these changes as part of a broader “new daily ritual” for the afternoon, supported by its Green Apron Service model, which emphasizes service standards and throughput inside stores.

Starbucks is also treating the afternoon as a platform for repeat visits, not just a one-off menu refresh. In related company materials issued later in the spring, Starbucks said Refreshers have become one of its top-selling beverage platforms, second only to espresso, and that the category is driving strong afternoon performance. It pointed to Energy Refreshers launched in April and said they are resonating with customers by letting them tailor caffeine levels. The company also highlighted the summer menu rollout of a new Tropical Butterfly Refresher, introduced May 12, describing bright citrus flavors and a layered look.

On food, Starbucks said it is widening its afternoon choices with new wraps and snacks. In the same later spring update, the company said its expanded food menu now includes a Chicken Caesar Wrap and a Sesame Ginger Chicken Wrap, available at select coffeehouses in California and Washington state. It paired the wraps with a Unicorn Cake Pop and said the additions are designed to complement both hot and cold drinks. Starbucks also said its approach is focused on giving customers more reasons to come in throughout the day, supported by updated digital menu boards and curated music that keep the coffeehouse experience relevant in the afternoon, whether customers are stopping briefly or staying longer.

The emphasis on the afternoon fits into Starbucks’ broader “Back to Starbucks” turnaround framework. At the company’s 2026 Investor Day, Starbucks executives described Refreshers as a $2 billion platform and said they are revamping it with Energy Refreshers to deliver customizable energy, including a decaf option. Starbucks also described details of its Energy Blend, saying it uses B vitamins and caffeine naturally derived from green coffee extract, and it laid out additional product extensions, including blending and expansion into sparkling formats. In the same discussion, Starbucks said it is using beverage innovation as the first step toward introducing a new afternoon ritual, and it also said it plans to lean into “all-day-snacking” with grab-and-go options like flatbreads and protein-forward snacks to match the timing of demand.

What Starbucks has not disclosed in these announcements is how much the afternoon changes have affected sales growth yet, beyond descriptive performance statements. The company did provide a limited time window for certain internal observations in its spring update, saying the data reflects the last 90 days (February 15 to May 16) at U.S. coffeehouses, but it did not publish a specific afternoon comparable sales figure or margin impact tied directly to the new Energy Refreshers, tea flavors, or digital menu shifts. That means outside observers will have to wait for quarterly results and investor disclosures to determine whether the company’s “second peak” goal is translating into durable, measured improvements.