Starbucks is experiencing a notable shift in consumer behavior, with internal data revealing a significant uptick in store visits during the afternoon hours. According to figures covering the period from mid-February to mid-May, the coffee chain has seen its fastest growth in customer traffic between 3 p.m. and 5 p.m. This trend aligns with CEO Brian Niccol’s broader strategy to transform the company into an all-day destination rather than relying solely on the traditional morning coffee rush.

A key driver behind this afternoon resurgence is the popularity of the Refreshers beverage line, which has climbed the ranks to become the company’s second-best-selling category, trailing only espresso. By focusing on these cold, refreshing options, Starbucks is successfully capturing customers looking for a mid-day break or a late-afternoon energy boost. This shift is viewed as a critical component of the company’s efforts to compete more effectively with rivals like Dunkin’ and Dutch Bros, who have also been aggressively targeting the post-lunch consumer.

Leadership at Starbucks views this development as a major growth opportunity, noting that the afternoon window offers significant potential to increase same-day return visits. With recent quarterly earnings exceeding expectations and traffic numbers showing growth for two consecutive quarters, the company’s operational adjustments appear to be resonating with the public. Analysts remain optimistic about this trajectory, suggesting that continued menu innovation and improved store operations will be essential to maintaining this momentum and securing a larger share of the competitive afternoon beverage market.