Decadent drinks topped with whipped cream are taking a back seat at Starbucks.
Starbucks’ blended Frappuccino beverages, which were once a major driver of sales growth for the company, are no longer resonating with customers. At the height of their popularity, these quirky treats helped bolster sales and got people to walk through the door in droves. That interest, however, has been waning.
But, the interest in cold beverages is not.
The company is now throwing more support behind its refreshment category, which includes Teavana branded iced teas and “Refreshers,” a line of fruity, lightly-caffeinated drinks. These beverages tend to have fewer calories and less caffeine than their coffee counterparts.
In addition, Starbucks is also leaning into its cold brew beverages. Nitro Cold Brew, cold brew coffee that has been infused with nitrogen, will be made available to all of its 8,500 company-owned stores in the U.S in 2019. Previously, it had only been in 2,500 stores.
Roz Brewer, chief operating officer at Starbucks, said that this beverage tends to be a “more habitual product” that is growing in popularity with customers. The drink also helps differentiate the brand from competitors like Dunkin’ Donuts and McDonald’s, which also sell espresso-based beverages.
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