The American multinational chain of coffeehouses and roastery reserves, Starbucks seems to always succeed in catching everyone’s attention. With the coffee shop’s policy of able customization, it’s not uncommon for customers and baristas to create their own concoctions. Making the Starbucks secret menu subculture that you’ll easily find roaming around on social media.
The trend is especially intrigued by Gen-Z, who loves everything that is unique and personalized for them, including food and drink. This is what makes Starbucks Secret Menu or Starbucks Secret Recipe trending on several timelines, from Instagram, Twitter to Tik Tok. Seeing this, Starbucks Indonesia launched a new campaign, Coffeemezation, at the end of March 2022.
“Starbucks has a fairly strong brand foundation, and for Coffeemezation, we raised Coffee & Craft as two pillars that are implemented daily in menu customization so as to allow customers to personalize drinks according to their wishes,” said Liryawati, CMO of PT Sari. Indonesian Coffee at Starbucks Indonesia.
“Customization itself is actually nothing new at Starbucks – starting from adding syrup, caramel sauce, shot coffee, less sweet options, changing the type of milk to plant-based, non-fat milk, to decaf coffee options. The freedom to create drinks as desired makes this campaign more personal and attractive to young people, even customers across generations at Starbucks,” added Lirya.
Adding to this, Starbucks also provides many additional benefits specifically for Starbucks Rewards members. There is a free add-on Rewards (espresso shot/syrup/sauce / Frappuccino® chips) for every purchase of one drink using a registered Starbucks Card. And to make it even more interesting, Starbucks also invites customers to be as creative as possible and send their Starbucks Secret Menu.
There will be attractive prizes for some customers who manage to create the best content and upload it on social media with the hashtag #Coffeemezation. This program runs from March 18 to May 17, 2022, and has started to get a lot of positive reactions from some customers who have tried it.
