Starbucks' Protein Push, Cozy Revamp, and Pumpkin Spice Dominance

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Starbucks has been very busy lately, catching headlines for both product innovation and sweeping operational changes. The biggest news is that starting September 29, Starbucks will launch a line of protein-packed lattes and cold foams in the US and Canada, with up to 36 grams of protein per 16-ounce beverage. Fortune reports this is a direct response to health-conscious consumers and viral TikTok trends around protein coffee, signaling Starbucks’ intent to modernize its menu and shed its sugary stereotype for a more wellness-forward image. Tressie Lieberman, Starbucks’ global chief brand officer, called the move “hype-worthy,” and the products will include sugar-free and unsweetened versions. Experts see this as a bid to reclaim protein-obsessed customers and boost Starbucks’ healthy brand credentials.

If walking into a Starbucks lately feels a little different, there’s good reason. As detailed by Restaurant Dive and World Coffee Portal, the company has sped up a major US coffeehouse revamp, with remodeled stores in New York and Southern California rolling out new design touches—think cozy seating, warmer lighting, vibrant local artwork, and ceramic mugs for that authentic café vibe. CEO Brian Niccol’s “Back to Starbucks” strategy aims to restore the traditional coffeehouse atmosphere, moving away from an “overly transactional” feel and making Starbucks a more inviting, community-focused space. The brand plans to renovate more than 1,000 company-owned stores by the end of 2026, phasing out its mobile order-and-pickup-only locations for experiences that foster human connection. The remodels are already showing positive results, with customers lingering longer and visiting more often.

Financials remain steady, with Starbucks reporting a 4% jump in global revenue—totaling $9.5 billion for the quarter ending June 29, 2025—with US revenue up 1%. Labor Day brought curiosity about store hours, but the Economic Times confirmed nearly all stores operated as usual, drive-thrus and mobile ordering included.

The annual launch of the Pumpkin Spice Latte continues to be a juggernaut. According to Placer.ai, the August 26 fall menu drop drove huge traffic spikes nationwide, especially in Utah and neighboring states. PSL’s enduring appeal makes it one of Starbucks’ most potent cultural and revenue drivers. However, not all fall flavors survived—timeout.com broke news of the Apple Crisp flavor quietly being cut from the menu, igniting vocal disappointment among fans online.

Starbucks was also a social media powerhouse in the first half of 2025, ranking among the top coffee brands by engagement. According to YouNet Media’s Coffee Shop Social Media Report, Starbucks climbed three ranks year-over-year, generating over 197,000 mentions. Successful seasonal campaigns and unique merchandise kept the brand buzzing across TikTok, Threads, and other platforms, highlighting Starbucks’ ability to engage consumers and influence coffee culture.

All told, the past week for Starbucks has been marked by a clear pivot toward health trends, atmospheric upgrades, and viral seasonal launches, all of which suggest the coffee giant is working hard to stay culturally relevant, financially strong, and at the center of the daily routines of millions. No major controversies or unconfirmed rumors have surfaced, so for now it’s all about fresh foam, thoughtful design, and pumpkin-powered profits.

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