Starbucks sees fastest growth in U.S. store visits between 3-5 p.m., boosting afternoon sales with Refreshers drinks.

Starbucks reports its fastest-growing customer visits in U.S. stores occur between 3 p.m. and 5 p.m., based on data from February to May. This afternoon surge is driven by the popularity of Refreshers, now the company's second-best-selling beverage after espresso. CEO Brian Niccol views the afternoon hours as a key growth opportunity to increase repeat visits and compete with rivals for same-day customers. This trend supports Starbucks' turnaround strategy, which aims to boost traffic beyond the morning rush and expand sales throughout the day.