Starbucks’s latest revenue push is protein coffee

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Would you like some protein in your latte? Starbucks is hoping the answer is yes.

The latest move is part of the “Back to Starbucks” initiative, which the coffee behemoth hopes will boost sluggish US sales. It includes a menu modernization strategy focusing on trendy and innovative drinks—a variety of protein cold foam drinks and protein lattes, as well as the option to customize almost any beverage with protein. The new lattes and cold foam drinks offer up to 36 grams of protein per grande order (that’s 16 ounces).

“As we continue to get back to Starbucks, we’re focused on modernizing our menu with innovative, relevant, and hype-worthy products that will resonate with our customers,” said Tressie Lieberman, Starbucks global chief brand officer, in a statement.

Wake up and smell the coffee

It’s been over a year since Brian Niccol took the reins at Starbucks. No stranger to corporate turnarounds (thanks to his time at the helm of Chipotle), Niccol has embarked on an ambitious strategy to get the business back to its roots.

In September, it announced a $1 billion restructuring plan entailing North American store closures and more layoffs. The North Star appears to be rediscovering the Starbucks of old, where the green siren represented a “third place” for its customers.

This has also meant overhauling the coffeehouse experience through “Green Apron Service,” focused on optimizing staffing levels, deploying its Smart Queue technology, and elevating the store environment with comfortable chairs, ceramic mugs, and personalized messages on customer drinks. In the words of Niccol in his first company memo last year: “Our stores have always been more than a place to get a drink.”

In the past year or so, Niccol has been clear in his priorities, especially amid some difficult decisions.

“I believe these steps are necessary to build a better, stronger, and more resilient Starbucks that deepens its impact on the world and creates more opportunities for our partners, suppliers, and the communities we serve.” Niccol said in a memo.