Starbucks has uncovered a surprising new trend: the busiest time of day at its stores isn’t the morning rush, but the afternoon, particularly between 3 and 5 p.m. This shift is driven largely by growing demand for Refreshers, a lineup of lighter, fruit-forward beverages that offer a refreshing break later in the day.
- Afternoon visits at Starbucks now outpace the morning crowd
- Refreshers are Starbucks’ second top-selling beverage category
- Specialty coffee consumption is on the rise nationwide
What happened
Starbucks shared data showing a clear pattern of increased customer visits after 2 p.m., with the busiest window between 3 and 5 p.m. Contrary to traditional expectations of a morning spike, stores have seen more foot traffic in the late afternoon. This shift parallels a growing enthusiasm for non-coffee beverages that provide a refreshing lift as the day winds down.
Among these, Starbucks’ Refreshers line has become a standout success. These drinks, which often combine fruit flavors with a boost of caffeine and B vitamins, have driven impressive sales gains and are now second only to espresso-based drinks in popularity. New introductions such as the Tropical Butterfly Refresher, launched recently as part of the summer menu, have contributed to the rising afternoon buzz.
Why it feels good
This afternoon surge reflects a broader change in American coffee habits. While most coffee lovers still start their day with home-brewed coffee, many now seek a pick-me-up later to power through the afternoon slump. Market research reveals that half of Americans say coffee is essential to getting through the afternoon hours, helping explain why Starbucks is busier during these times than some might expect.
Moreover, the rise in specialty coffee consumption underscores a growing appreciation for premium and innovative beverages. Specialty coffee has seen a notable increase since 2022, and Starbucks’ emphasis on creative, flavorful alternatives like Refreshers aligns perfectly with this trend. These offerings provide a lighter, more hydrating caffeine option that appeals to customers looking for variety beyond their usual cup of joe.
What to enjoy or watch next
If you’re looking to avoid crowds or try something new, consider stopping by Starbucks in the afternoon to enjoy one of their Refreshers. These beverages come in various flavors and offer a slightly different caffeine experience than traditional coffee, making them perfect for warmer days or a mid-afternoon treat.
Keep an eye on Starbucks’ seasonal menus and new releases, as the company continues to innovate in this category. The Tropical Butterfly Refresher is just one example of how Starbucks is expanding its beverage lineup to meet changing customer preferences. Whether you’re a longtime fan or new to Refreshers, the afternoon window is a great time to explore what Starbucks has to offer.