Starbucks has announced its 2026 summer menu, featuring returning fan-favorite items and new limited-time offerings designed to capture seasonal demand and consumer preferences. The launch comes amidst increasing competition from major brands including Dunkin’, Dutch Bros. (BROS), and Scooter’s Coffee. The company's seasonal merchandise strategy has been a key growth driver since its launch of the Bearista cup in November 2025, which saw a 37.8% increase in visits compared to the brand’ 12-month daily average. Additionally, Starbucks is partnering with Miffy for a new collection launching across the U.S. and Canada in May 2025. The move aligns with a company-wide strategy of reinforcing brand identity and improving customer experience.