10 Tips + Tricks for Upping your Seasonal Beverage Menu Game
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10 Tips + Tricks for Upping your Seasonal Beverage Menu Game
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Author: Anna Gutierrez Director of Brand Development, Barista 22 Syrups, Sauces, Powders & Fruit Smoothie Bases Beginning her coffee career in 1997 as a barista, Anna currently manages the Barista 22 line of syrups, sauces, powders, and fruit beverage bases. Having extensive experience working with distributors and national coffee chains, she’s an expert in product selection, marketing and branding, R + D of specialty coffee products, and training, and has a consistent passion for beverage development. |
The holiday season is one of my most favorite, magical times for coffee shops and regulars and new customers alike are excited for releases of beverages bringing seasonal comfort. Whether they're in search of a Peppermint Mocha that brings the nostalgia of childhood candy canes or a Spiced Gingerbread Latte that reminds you of your grandma’s favorite cookies and feels like a cozy sweater in a cup, the right holiday beverages can create a buzz, boost sales and build customer loyalty. Here’s how to create and market festive drinks that will have customers lining up out the door this holiday season!
1. TAP INTO HOLIDAY FLAVORS CUSTOMERS LOVE – WHAT’S TRENDING?
When it comes to holiday drinks, it’s all about flavors that remind people of happy, cozy memories, a term that’s lately been referred to as “New-stalgia.” The classics like peppermint, caramel and cinnamon are always a hit, but adding your own creative twist can set your menu apart from your competition.
Flavor Ideas to Try:
- Comforting Classics with a Twist aka “New-stalgia” ideas: How about a Spiced Mocha or Spiced Hot Cocoa combining chocolate sauce and chai or a White Chocolate Cranberry Latte? These offer familiar flavors with a creative spin.
- Nostalgic Treats: Think about what flavors remind people of their childhood holidays. Peppermint Hot Cocoa, S’mores Mocha or a Caramel Apple Cider can transport your customers back to their favorite holiday memories.
- Creative Combos: Try mixing unexpected flavors like gingerbread with salted caramel, or hazelnut with pumpkin pie. Egg Nog is also an extremely versatile base, bringing holiday spices like nutmeg and cinnamon to the party that pairs great with chocolate, white chocolate and caramel sauces, hazelnut, english toffee, butter pecan…the flavor combinations are endless! The key is to experiment and taste-test to find what works best.
2. EXPERIMENT WITH UNIQUE RECIPES
The holidays are the perfect time to let you and your staff’s creativity shine. Dive into experimenting with syrups, toppings and milk alternatives to come up with beverages that are both delicious and memorable.
Recipe Ideas:
- Holiday Cookie Latte: A vanilla latte infused with sugar cookie syrup, topped with whipped cream, and sprinkled with colored sugar crystals. It’s like a festive sugar cookie in a cup!
- Mistletoe Matcha: A matcha latte with peppermint syrup, topped with whipped cream and crushed candy canes. Perfect for those looking for a colorful, caffeinated boost without the coffee.
- Cinnamon Bear Cold Brew with Cold Foam: A cold brew infused with a unique combination of cinnamon and strawberry syrups (it tastes just like a cinnamon bear candy!) topped with a liquid chai cold foam and a dash of cinnamon sprinkles. This one’s great for the iced coffee lovers who refuse to switch to hot drinks, no matter the season.
Pro Tip: Don’t be afraid to play around with textures, too. Adding a cold foam topper, latte art or flavored whipped cream can elevate the experience.
3. PERFECT YOUR DRINK PRESENTATION
It’s no secret that people love snapping pictures of beautiful, festive drinks. A visually stunning beverage is not just a treat for the taste buds but also free advertising when shared on social media.
Ways to Up Your Presentation Game:
- Seasonal Garnishes: Your customers are still fans of their daily drink orders, but the right garnish can transform a drink from good to eye-catchingly GREAT! Try candy cane pieces, star-shaped or baby marshmallows, chocolate curls, a dash of cinnamon or nutmeg powder, a sprinkle of edible gold dust or colored sprinkles. It’s all about making it look as good as it tastes.
- Colorful Layers: Create drinks with layers of different colors, such as a red velvet latte topped with whipped cream and green sprinkles or a green matcha topped with a layer of white foam and gold dust. The contrast in colors is eye-catching and makes for a perfect photo op. Don’t forget the creativity you can have with your blended drinks as well as adding fun food coloring options to your whipped cream
- Themed Cups and Sleeves: Custom-designed holiday cups, drink stoppers or festive drink sleeves can add to the charm. Whether it’s snowflakes, reindeer, or just a simple “Happy Holidays!” message, the addition to the cup can enhance the customer’s experience and make your drinks more memorable.
4. INTRODUCE LIMITED-TIME OFFERS AND EXCLUSIVE FLAVORS
The idea of a "limited time only" drink taps into the customer’s fear of missing out (FOMO). People love trying exclusive items that won’t be around forever and this urgency can drive sales.
How to Implement LTOs:
- Countdown Campaigns: Use a countdown on social media leading up to the launch of your holiday menu. Tease the flavors and designs with “sneak peeks” to build anticipation.
- Flavor Rotations: Introduce a different seasonal drink each week or bi-weekly. This keeps your menu fresh and gives customers an incentive to visit regularly to try the newest creation. With all of the fun holiday flavors, you’ll be able to come up with plenty of creative options.
- Early Bird Exclusives: Offer a special deal for the first customers to try your new seasonal drinks. For example, the first 50 people to order a Peppermint Mocha or Salted Caramel Egg Nog Latte receive an additional discount or small festive cookie on the house.
5. PAIR SEASONAL DRINKS WITH FESTIVE TREATS
Customers love to indulge during the holidays, and offering the perfect snack pairing can enhance their experience and increase your average ticket sale. ‘Tis the season to upsell!
Tasty Pairing Ideas:
- Gingerbread Lattes with Ginger Snap Cookies: The spiced flavor of gingerbread in both the drink and the cookie creates a comforting, cohesive taste experience.
- Peppermint Mocha or Hot Cocoa with Marshmallow Snowmen: A classic mocha or hot chocolate, served with a marshmallow “snowman” floating on top. It’s cute, fun and guaranteed to bring a smile.
- Cinnamon Roll Frappe with Cinnamon Bun: Again, we don’t want to forget our cold beverage connoisseurs! Imagine the joy of sipping on a tasty Cinnamon Bun Frappe nibbling on a warm, gooey cinnamon bun. It’s like breakfast and dessert rolled into one!
Pro Tip: Display these combos at the counter or menu board. Offering them as a bundle deal (e.g., "Try our Peppermint Mocha with a Holiday Cookie for $1 off!") can make the offer even more enticing.
6. CREATE A COZY, FESTIVE ATMOSPHERE
The ambiance in your shop can be just as important as the drinks themselves. Some may argue even more! When customers walk into a warm, welcoming space decked out for the holidays, they’re more likely to linger, enjoy their drink, plan on spending precious time with family and friends and perhaps even order another.
Tips for a Festive Atmosphere:
- Decorate Thoughtfully: Think a touch of lights, garlands and a little bit of sparkle. Add a few cozy blankets or pillows if you have a seating area to make customers feel like they’re at home.
- Scent Matters: The smell of fresh coffee is always inviting, but during the holidays, you can enhance the vibe with scented oils or diffusers in your restrooms (we want to be careful to not contaminate the air around our service areas.) Scents like cinnamon, pine and vanilla can add to the cozy holiday feel.
- Holiday Playlist: Set the mood with a mix of holiday classics and contemporary hits. Keep the volume just right so customers can enjoy the atmosphere without feeling overwhelmed.
- Dress the Part: If your staff is up for it and it fits within your dress code, encourage holiday aprons, shirts, sweaters or festive hats to add to the holiday cheer.
7. MAXIMIZE YOUR SOCIAL MEDIA PRESENCE
Your holiday drinks are a big deal, so make sure everyone knows about them! Tap into your social media audience to show off your creations, engage with customers and keep the holiday excitement going.
Effective Social Media Strategies:
- Behind-the-Scenes Content: Share videos of your baristas making the new drinks or decorating the shop. Customers love seeing the process behind the scenes and getting a peek into the daily life of their favorite coffee spot and familiar faces.
- Customer Features: Encourage customers to post photos of their holiday drinks with a branded hashtag. Share their posts on your page to create a community vibe and show appreciation for your loyal fans.
- Interactive Content: Use polls, quizzes or “This or That” posts on Instagram Stories to engage with your audience. Ask them to vote for their favorite seasonal flavor or guess the next drink you’ll be launching.
8. COLLABORATE WITH LOCAL INFLUENCERS OR REGULAR CUSTOMERS
Partnering with local influencers or regular customers can help you reach a wider audience and introduce your seasonal menu to new customers.
Ways to Collaborate:
- Tasting Events: Host a private tasting event for influencers or VIP customers where they can sample your holiday drinks before the official launch. Their reviews and posts will help create buzz and anticipation as well as hone in on what people are loving.
- Social Media Giveaways: Partner with an influencer to host a giveaway featuring your seasonal drinks. It could be something like, "Win a free holiday drink every day for a week!" These kinds of promotions can boost engagement and attract new followers.
- Cross-Promotions: Collaborate with local businesses, like a nearby bank, dry cleaner, hair salon or auto parts store to create a combo deal. For example, if a customer buys a holiday drink at your shop, they get a discount (and vice versa).
9. RUN SPECIAL PROMOTIONS TO BOOST SALES
Not only can seasonal promotions drive traffic and encourage customers to try your holiday menu, offering deals and loyalty rewards can keep them coming back throughout the festive season.
Promotion Ideas:
- Holiday Punch Cards: Create a special punch card for seasonal drinks. After a certain number of purchases, the customer gets a free holiday beverage.
- Gift Card Bonus: For every $25 gift card purchased, offer a free small holiday drink or additional $5 gift card to share with a friend. This can boost gift card sales while also promoting your seasonal offerings and potentially gaining new regular customers.
- Double Points Days: If you have a loyalty program, offer double points for any holiday drink purchase on specific days. It’s a great way to increase traffic during slower periods.
10. PLAN AHEAD FOR NEXT YEAR
Once the holiday season winds down, gather feedback from customers and staff about which drinks were hits and which ones might need some tweaking. Analyzing sales data can also give you insight into what worked best.
Feedback Collection Tips:
- Quick Surveys: Use QR codes on the drink sleeves that link to a short survey. Offer a small discount for customers who complete it.
- Social Media Polls: Ask your followers via a poll which drinks they loved the most and what flavors they’d like to see next year.
- Staff Roundtable: Gather your team for a debrief. Their input can be invaluable as they interact with customers daily and often have great insights.
Creating and promoting seasonal beverages is a surefire way to make your coffee shop a holiday destination. From experimenting with unique flavors to creating a festive atmosphere, these strategies can help you brew up extra excitement and around your holiday offerings. Get creative, have fun and watch your customers fall in love with your seasonal beverage menu!
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