The last time Foodable covered one of Starbucks’ sugary frappuccino LTOs, it was during Halloween when the Seattle-based company came out with its Zombie Frappuccino®. A little before that, Starbucks had come out with its Unicorn Frappuccino® which was a social media hit.
Well, another limited-time drink came and went last week but it did not do so well, according to analysts.
Most recently, the brand came out with a drink called the Crystal Ball Frappuccino®, which featured a cream-based frap with peach flavoring and blue crystals. The inspiration was peaches and cream, get it?
As reported by Marketwatch, “The colorful beverage drove about an incremental 0.4% of the social media mentions for the quarter, compared with an incremental 6.5% of social media mentions for the Unicorn Frappuccino during the third quarter of 2017,” according to Stifel analysts.
Analyst Chris O’Cull noted that “limited-time offer frappuccinos appear to be losing some of their appeal” and suggested that it may be time “for the company to revamp the frappuccino happy hour promotion.”
It looks like Starbucks listened and decided to roll out an invitation-only Happy Hour promotion expanding beyond frappuccinos to include espresso, iced tea and more starting Thursday and extending all the way through the year.
Participating Starbucks stores in the U.S. and Canada will honor the promotions for all invited guests who engage with the coffee brand digitally (customers will be notified through the Starbucks mobile app or via email if they get an invitation to Happy Hour).
Will this new strategy generate more social media buzz, bring foot-traffic to stores and increase sales? We will have to wait to find out!