Popular coffee chains like Dutch Bros, Black Rock and Starbucks are quick to release a new seasonal menu with each holiday and change of the weather. Spring flavors like lavender dominate matchas while Valentine’s day brings strawberry galore. Wild flavors like banana bread mocha and maple waffle latte are the star of social media feeds.
These changing menus are simply too extreme. Coffee shops should just keep a larger inventory of simpler syrups consumers could combine year round to enjoy their favorites.
Having a new menu every season is overstimulating for consumers. Many who found a new order off a spring menu like lavender chai leave disappointed when an everyday favorite leaves only to be replaced by a wild flavor combo, like cereal milk latte. This change often drives away customers who visit frequently because of a simple flavor in favor of momentary TikTok buzz.
Some may argue that seasonal drinks give consumers an opportunity to try new flavors and drum up interest for the brand. However, the focus should more heavily rest on current customers as research suggests that 65% of Americans visit coffee shops regularly. With a Starbucks on every corner, the problem isn’t exposure, it’s disappointment.
An easy solution would be to retain special menus for popular, long standing seasons such as pumpkin spice for fall or gingerbread for Christmas, while keeping a larger catalog of simple syrups for everyday. This would keep sacred the tradition of enjoying seasonal only flavors while drumming up the interest in the cafe and allowing customers to more frequently purchase their favorite flavors.
These changes would maintain the excitement of the coffee shop experience while removing the disappointing aspects. Giving consumers a reason to return to the comforting flavors they love while encouraging them to find a new favorite is a sure way to keep them coming back in every season.
