Starbucks has seen cold beverages boost its sales even during the chilly winter months.
Additionally, cold drinks are helping attract customers into stores during all parts of the day, way past the busy morning rush. Afternoon performance during the latest quarter was the best it's been in three years.
"We have seen when we introduce more of our cold beverage innovation, it's improving afternoons and our non-[Starbucks Rewards] members tend to shop with us in the afternoons," COO Roz Brewer said on the quarterly conference call with analysts Thursday. But, one cold option has been getting less love. Starbucks has been moving away from limited-time Frappuccinos. The last one to make a noticeable impact on sales was the Unicorn Frappuccino, which was introduced in April 2017. Since then the Seattle-based company has largely failed to replicate its success with another version of the blended drink. This year, its summer menu is bringing back three popular versions of the blended drink without introducing any new Frappuccino options.
"We're learning that it's an 'and' and not an 'or," Starbucks COO Roz Brewer said in an interview, adding that Frappuccinos will always stay on its menu. The coffee chain is also introducing a Crispy Grilled Cheese Sandwich, Baja Black Bean Veggie Wrap and Frosted Doughnut Cake Pop for the summer.The new summer offering combines Starbucks' Mango Dragonfruit Refresher with coconut milk for a fruity and creamy beverage. Like the Unicorn Frappuccino, this option is designed for Instagram. Dragonfruit sourced from Vietnam gives it that bright pink color.
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