Starbucks Is an Undeniable Teen Hot Spot, But Why?

Having more modest roots as “Il Giornale,” a more traditionally styled espresso bar, in 1985, Starbucks has since been remodeled into one of America’s most iconic brands. Instead of a constant stream of cultured business professionals and bohemian artists, most locations now boast a more age-diverse group sitting inside.

Former Starbucks CEO Howard Schultz once envisioned the company’s locations as a “little neighborhood spot where you can take a break, listen to some jazz, and ponder universal or personal or even whimsical questions over a cup of coffee,” per Bloomberg. But as the outlet indicated, this vision has shifted to focus on drive-thru business and an entirely new cohort of customers: teens and tweens.

Caffeine, Sugar, Social Media, and Celebrity Clout

What exactly has driven such a notable spike in Starbucks sales among the younger generations? According to Bloomberg writers Deena Shanker and Daniela Sirtori, the answer is definitively multifaceted.

One primary reason for Starbucks’ success with youth may be somewhat obvious — a variety of colorful and visually appealing menu options containing non-negligible amounts of sugar and caffeine. Given that both ingredients are at least mildly addictive and also controversial from a health and nutrition standpoint, the popularity of these drinks with tween and teen consumers is often highlighted.

And it’s not just the stalwart Frappuccino, nor the famous Refreshers, that’s making waves among industry analysts and watchdogs on this score, particularly as Starbucks continues heavy advertising campaigns targeting teen consumers.

“Earlier this year, Starbucks waded further into the latest teen caffeine craze and introduced a line of low-calorie ‘handcrafted’ energy drinks that mix fruity flavors with iced tea. They’re available only in 24-ounce cups, and they contain as much as 205mg of caffeine, or about the amount in two cups of coffee or six cans of Coke,” Bloomberg outlined.

Social media and celebrity clout are also driving teen interest in the brand. From collaborations with Ariana Grande — named a spokesperson for the brand — to the launch of a wildly successful grande caramel nonfat latte labeled as “Taylor’s version” (after pop megastar Taylor Swift), Starbucks’ focus on newer advertising avenues has paid dividends with the younger demographic.

This is perhaps nowhere more obvious than with the 2017 launch of the Unicorn Frappucino, which was a viral success.

As reported by Bloomberg, then-Chief Financial Officer Scott Maw shared with investors at the time that the drink was an “incredible Instagrammable success,” the most viral beverage up to that point for Starbucks and the “most stunning example of our understanding of digital and social media and Instagram.”

Is Starbucks Losing Ground Among Teens in 2024?

Despite the continuing popularity of Starbucks with teens and tweens across the United States, there is at least some evidence that the love affair may be beginning to wane.

According to Restaurant Business, teenagers are shifting their preferences somewhat in 2024. Based on a semi-annual Piper Sandler survey, which captured the opinions of over 13,000 U.S. teens, Starbucks has tumbled slightly in terms of popularity over the course of the year.

When asked for their favorite coffee, tea, or beverage brand, a majority of teens picked Starbucks by a significant margin in Spring 2024 (with 57% naming the brand). By Fall 2024, that figure had fallen to 51% — still a majority, albeit a slimmer one.

Starbucks wasn’t the only casualty of diminishing popularity among teens surveyed, with Chick-fil-A and McDonald’s also seeing their numbers dip a little bit (from 21% to 17% and from 12% to 11%, respectively). As more entrants into an already-crowded food and beverage market begin to establish themselves, top players may have to find innovative ways to retain market share if they wish to remain relevant to a demographic that tends to chase trends.

And Starbucks appears to be doing just that. With “Wicked” (starring the aforementioned Ariana Grande) hitting theaters on Nov. 22, the company has already begun promoting a line of colorful themed drinks just for the occasion. Starbucks also tends to be a hot spot during the holiday season, and one perennial favorite — its Peppermint Mocha — is once again slated to be a smash hit with customers of all ages.