Restaurants: Starbucks launches new tiramisu-inspired drinks but price leaves customers floored

Why it is the topic trending

• New and Dessert-Inspired Drinks: Starbucks has launched a new menu featuring tiramisu-inspired beverages, generating initial interest and curiosity among its customers.

  • Detailed description: The introduction of dessert-themed drinks, specifically inspired by the popular tiramisu, is a novel approach that attracts attention due to the familiarity and appeal of the dessert. This novelty factor often drives social media discussions and online searches as customers are intrigued by the concept.

• Price Concerns Among Customers: While the new drinks sound appealing to some, many customers are reacting negatively to the price point, finding them too expensive.

  • Detailed description: The article explicitly mentions that the price of the new drinks "leaves customers floored," indicating a significant point of contention. This negative reaction to pricing is a common trigger for online discussions and can quickly make a topic trending as consumers voice their opinions and compare the new offerings to existing ones or alternatives.

Overview

Starbucks has introduced a range of new menu items, including three tiramisu-inspired drinks (Tiramisu Cream Iced Latte, Tiramisu Cream Iced Oat Shaken Espresso, and Tiramisu Frappuccino), two new Refresha drinks (Melon Pearl and Frozen Mango Dragonfruit), and several food items. While some customers expressed excitement about the new beverages, a significant portion reacted negatively to the prices, which range from £2.90 to £5.40, with the tiramisu drinks starting at £4.95 or higher. Some customers felt the drinks were too expensive, and one expressed disappointment over the high calorie count of one of the oat milk options.

Detailed Findings

• Starbucks launched three new tiramisu-inspired drinks on April 24, 2025, available to rewards members initially, with general access from May 1.

• The tiramisu drinks are: Tiramisu Cream Iced Latte (from £4.95), Tiramisu Cream Iced Oat Shaken Espresso (from £5.05), and Tiramisu Frappuccino (from £5.05).

• Two new Refresha drinks were also introduced: Melon Pearl (from £4.75) and Frozen Mango Dragonfruit (from £4.75).

• New and returning food items include the Mexican Style Three Bean Wrap (£4.20), Meat Free Sausage Sandwich (£4.95), Chicken Salad Sandwich (£3.40), Signature Breakfast Sandwich (£4.85), Chicken, Mozzarella and Pesto Focaccia (£5.40), Boston Cream Muffin (£2.90), and Raspberry and Coconut Loaf Cake (£2.90).

• Reactions on social media were mixed, with some expressing excitement to try the new drinks and others criticizing the prices, with one commenter specifically mentioning "£5.45 each".

• One customer noted the Tiramisu Oat Shaken Espresso has significantly more calories than the regular version, leading another to agree that the high calorie count is a deterrent.

Key Takeaway

Starbucks' new tiramisu-inspired drinks have generated interest, but the high prices, starting at nearly £5, have caused concern and disappointment among some customers, overshadowing the initial excitement for the dessert-themed beverages.

Main Trend

"Dessert-Inspired Drinks Meet Price Sensitivity"

Description of the Trend

This trend describes the introduction of novelty beverages inspired by popular desserts in the coffee shop market, exemplified by Starbucks' new tiramisu line, which initially attracts consumers with their appealing flavor profiles but faces potential backlash due to price points that are perceived as too high, leading to a conflict between consumer desire for innovative treats and their sensitivity to cost.

What is Consumer Motivation

• Desire for Novelty: Consumers are often drawn to new and interesting flavor combinations, especially those inspired by familiar and beloved desserts.

• Indulgence and Treat: Coffee shop drinks are frequently seen as a small indulgence or treat, and dessert-inspired options cater directly to this desire.

• Seeking Familiar Flavors in a New Format: Tiramisu is a well-known and liked dessert, so experiencing its flavors in a drink can be appealing.

• Social Media Buzz: The visually appealing nature of specialty drinks and the excitement around new menu items can drive consumers to try them to participate in online trends.

What is Driving Trend

• Brand Innovation: Coffee chains like Starbucks continuously introduce new and seasonal items to keep their menu fresh and attract customers.

• Leveraging Popular Food Trends: Tiramisu being a popular dessert makes it a natural inspiration for a beverage.

• Competition in the Coffee Market: Brands are looking for unique offerings to stand out from competitors.

• Attempting to Increase Average Transaction Value: Specialty drinks often come with a higher price tag, contributing to revenue.

What is Motivation Beyond the Trend

• Emotional Comfort: Dessert flavors can evoke feelings of comfort and nostalgia.

• Seeking a Moment of Enjoyment: Consumers may look to these drinks as a way to add a bit of pleasure to their day.

Description of Consumers Article is Referring To

The article refers to Starbucks customers in the UK, who are reacting to the newly released menu items.

• Age: Likely a broad range, as Starbucks caters to various age groups, but the reaction on a food Instagram page might suggest a slightly younger demographic is more vocal online.

• Gender: Not specified as a differentiating factor.

• Income: Likely a mix, but the price sensitivity suggests that the cost of the drinks is a significant factor for a noticeable segment of their customer base.

• Lifestyle: Individuals who frequent coffee shops like Starbucks, seeking either their regular caffeine fix or occasional specialty drinks and treats.

Conclusions

Starbucks' attempt to capitalize on the popularity of tiramisu with its new drinks has been met with mixed reactions, with the high prices being a major point of concern for many customers, potentially hindering the success of these new offerings.

Implications for Brands

• Price Sensitivity Matters: Even for popular brands, customers have limits on what they are willing to pay, especially for everyday items like coffee drinks.

• Balancing Innovation with Affordability: Brands need to find a sweet spot where new and exciting products are also priced competitively.

• Calorie Awareness: Consumers are increasingly mindful of the nutritional content of their beverages, especially those marketed as indulgent treats.

• Social Media as a Feedback Tool: Brands should pay close attention to online reactions to gauge the success and perception of new products.

Implication for Society

Reflects the ongoing discussion about the cost of living and how even seemingly small indulgences can be subject to price scrutiny.

Implications for Consumers

Consumers are faced with the choice of whether to pay a premium for novelty and dessert-inspired flavors in their coffee drinks.

Implication for Future

Coffee chains may need to be more cautious about pricing new, indulgent drinks, especially in markets where price sensitivity is high.

Consumer Trend (Name)

"Price Versus Indulgence in Coffee Culture"

Consumer Trend (Detailed Description)

This trend highlights the ongoing tension in the coffee shop market between consumers' desire for indulgent and novel specialty drinks and their price sensitivity. While customers are often willing to treat themselves, there is a limit to how much they are willing to pay, and high prices can lead to disappointment and negative feedback, even for well-known brands.

Consumer Sub Trend (Name)

"Calorie Consciousness in Treat Beverages"

Consumer Sub Trend (Detailed Description)

This sub-trend indicates a growing awareness among consumers regarding the calorie content of their treat beverages, with many being hesitant to indulge in drinks perceived as excessively high in calories, even if they are appealing in flavor.

Big Social Trend (Name)

"Value for Money in Everyday Purchases"

Big Social Trend (Detailed Description)

Across various consumer goods and services, there is an increasing focus on obtaining good value for money, driven by economic factors and a desire to make informed spending decisions, even for relatively inexpensive items.

Worldwide Social Trend (Name)

"Global Scrutiny of Pricing by Large Food and Beverage Chains"

Worldwide Social Trend (Detailed Description)

Consumers globally are increasingly vocal and aware of the pricing strategies of large food and beverage chains, often using social media to share their opinions and compare prices across different regions or competitors.

Social Drive (Name)

"Seeking Affordable Indulgence"

Social Drive (Detailed Description)

The underlying social drive is consumers' desire to enjoy small luxuries and treats without feeling that they are overpaying or making an unsustainable purchase.

Learnings for Brands to Use in 2025

• Price can be a significant barrier to trial and adoption of new products, even if they are appealing in concept.

  • Detailed description: The strong negative reaction to the price of the tiramisu drinks demonstrates that even exciting new offerings need to be priced competitively relative to perceived value and consumer budgets.

• Consumers are increasingly aware of the nutritional information of their food and beverages, including calorie counts.

  • Detailed description: The comments about the high calorie content of the Tiramisu Oat Shaken Espresso indicate that health-conscious consumers are scrutinizing the nutritional aspects of indulgent drinks.

• Social media provides immediate feedback on product launches and pricing strategies.

  • Detailed description: The rapid spread of opinions on Instagram highlights the importance of monitoring social media to understand consumer sentiment towards new offerings.

Strategy Recommendations for brands to follow in 2025

• Conduct thorough market research on price elasticity before launching new products to gauge consumer willingness to pay.

  • Detail description: Understanding how price impacts demand for new, dessert-inspired beverages can help brands set prices that are both profitable and acceptable to consumers.

• Consider offering different sizes or variations of new drinks at tiered price points to cater to a broader range of budgets.

  • Detail description: Providing smaller, more affordable options could make the tiramisu drinks accessible to customers who are hesitant about the initial price.

• Clearly communicate the value proposition of new, higher-priced items, highlighting unique ingredients or preparation methods.

  • Detail description: If the tiramisu drinks use premium or unusual ingredients, emphasizing this could help justify the higher cost to some consumers.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified)

"Dessert-Inspired Drinks Meet Price Sensitivity" encapsulates the central conflict highlighted in the article, where the appeal of Starbucks' new tiramisu beverages is being challenged by customer concerns over their cost and, in some cases, calorie content.

What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It

To benefit from the "Price Versus Indulgence in Coffee Culture" trend in 2025, Starbucks and other coffee shop chains should carefully balance the desire for innovation and premium offerings with consumer price sensitivity by conducting thorough market research on pricing, considering tiered price points and product variations, and clearly communicating the value proposition of any higher-priced items while also remaining mindful of calorie content and overall affordability. This can be achieved by:

• Pre-launch Price Testing: Before a full-scale launch, test different price points for new beverages in select markets or through online surveys to gauge consumer reaction and identify potential price resistance.

• Offering Multiple Size Options: Introduce smaller, more affordable versions of specialty drinks alongside larger, standard sizes to cater to different budgets and levels of indulgence.

• Highlighting Unique Value: If a new drink features premium, ethically sourced, or rare ingredients, make this a key part of the marketing message to justify a potentially higher price.

• Running Limited-Time Promotions: Offer introductory discounts or bundle deals on new items to encourage trial and overcome initial price hesitation.

• Being Transparent About Nutritional Information: Clearly display calorie counts and other nutritional information at the point of sale to allow consumers to make informed decisions.

Final Note:

• Core Trend: Price Versus Indulgence in Coffee Culture

  • Detailed Description: Consumers want novelty but are sensitive to the cost of coffee shop drinks.

• Core Strategy: Balance Innovation with Affordability and Clearly Communicate Value

  • Detailed Description: Price new drinks carefully, consider options, and explain what justifies the cost.

• Core Industry Trend: The Constant Need for Menu Innovation in the Coffee Shop Sector

  • Detailed Description: Coffee chains must continuously introduce new items to attract and retain customers.

• Core Consumer Motivation: Seeking Affordable Indulgence

  • Detailed Description: Consumers want treats that are exciting but also reasonably priced.

Final Conclusion

The launch of Starbucks' tiramisu-inspired drinks serves as a reminder of the delicate balance between innovation, customer desire for indulgent treats, and the significant role that price plays in consumer reception and purchasing decisions within the competitive coffee shop market. Brands that can successfully navigate this balance will be better positioned to delight their customers and achieve commercial success.

• Core Trend Detailed: Dessert-Inspired Drinks Meet Price Sensitivity

  • Description: This core trend illustrates the delicate balance that coffee shop chains, like Starbucks, must navigate when introducing novel beverages inspired by popular desserts. While these offerings can initially attract consumers with their appealing and familiar flavor profiles, a significant factor in their success is the price point. Consumers, accustomed to standard coffee prices, may exhibit sensitivity to higher costs associated with these more indulgent options, leading to potential disappointment and a reluctance to purchase if the perceived value does not align with the price. This trend highlights the challenge of balancing innovation and the desire for premium treats with the affordability expectations of everyday coffee consumers.

  • Key Characteristics of the Trend (summary):

    • Novelty Appeal: Dessert-inspired drinks generate initial interest.

    • Price as a Key Factor: Consumers closely scrutinize the cost.

    • Potential for Price Resistance: High prices can deter customers.

    • Value Perception: Consumers weigh the price against the perceived worth and enjoyment.

    • Mixed Reactions: Launch of these drinks often results in both excitement and price-related complaints.

  • Market and Cultural Signals Supporting the Trend (summary):

    • Starbucks' Tiramisu Drinks Launch: The article directly showcases this trend with a new dessert-inspired line.

    • Customer Reactions: The article emphasizes customer concerns and disappointment specifically regarding the price.

    • Social Media Commentary: Online reactions, as noted in the article, reflect this price sensitivity.

    • General Consumer Awareness of Coffee Prices: Customers have established expectations for the cost of coffee shop beverages.

    • Trend of Indulgent Coffee Offerings: Many coffee chains experiment with dessert-like drinks to attract customers.

  • How the Trend Is Changing Consumer Behavior (summary):

    • More Careful Consideration of Specialty Drink Purchases: Consumers may think twice before buying higher-priced, novelty drinks.

    • Increased Price Comparisons: Customers may compare the prices of similar offerings from different coffee shops.

    • Potential Shift to More Affordable Options: Price-sensitive consumers might opt for standard or less expensive menu items.

    • Vocal Feedback on Pricing: Customers are more likely to express their dissatisfaction with high prices on social media and other platforms.

    • Waiting for Promotions or Discounts: Consumers might hold off on trying new, expensive drinks until they are offered at a lower price.

  • Implications Across the Ecosystem (summary):

    • For Brands: Need to conduct thorough price testing and consider consumer price thresholds for specialty drinks.

    • For Retailers: Should be aware that high prices on new items can lead to negative customer perception.

    • For Consumers: May face a choice between indulging in novelty drinks at a premium cost or sticking to more affordable options.

    • For Ingredient Suppliers: Demand for ingredients specific to these dessert-inspired drinks might be affected by price sensitivity.

  • Strategic Forecast: The trend of introducing dessert-inspired drinks will likely continue as coffee chains seek to innovate and attract customers. However, price sensitivity will remain a significant factor influencing their success. Brands that can balance the allure of novelty with affordable pricing strategies are more likely to see positive consumer reception and sustained sales.

  • Final Thought: The launch of Starbucks' tiramisu-inspired drinks highlights a key challenge in the coffee market: while consumers are often drawn to indulgent and exciting new flavors, their willingness to pay a premium for these offerings is limited, making careful pricing strategies essential for success.

Source: https://www.mirror.co.uk/money/starbucks-launches-new-tiramisu-inspired-35115492