Starbucks is set to enhance its mobile app with a new AI-driven feature that allows customers to express their desired drink preferences based on their mood or daily goals. This innovative “ordering companion” aims to simplify the ordering process by translating customer cravings into actual recipes using existing ingredients.
During the investor day event on Thursday in New York City, CEO Brian Niccol highlighted the potential of this feature, which could include unique drinks like the “banana bread latte,” not officially on the menu. The AI system would create bespoke recipes and allow for seamless ordering through the app, addressing the challenge of the informal “secret menu” popularized on social media platforms.
Starbucks has already made strides in optimizing its menu, reducing SKUs by 25% last year and implementing a “simplified beverage framework.” This aligns with Niccol’s broader digital strategy since he took over in September 2024, aimed at improving customer experience and operational efficiency. The company recently reported its first U.S. transaction growth in two years, indicating positive momentum in its turnaround efforts.