When Coffee Shops Should Promote Seasonal Drinks Based on the Data
We analyzed data on when hot and cold drinks switch positions as most popular at local coffee shops. Here's what we learned and when shops should start promoting seasonal offerings.
Joe Success Team
Jun 1, 2022
One of the advantages of being part of the joe network is access to data from thousands of coffee shops across the country. We've analyzed ordering patterns to help you understand the best times to promote seasonal drinks.
The Hot vs Cold Transition
Every year, there's a clear transition period when customers shift from hot drinks to iced drinks - and back again. Understanding this timing can help you:
- Optimize your menu
- Time your promotions perfectly
- Reduce waste from over-preparing seasonal items
- Maximize revenue from seasonal offerings
What the Data Shows
Spring Transition (Hot to Cold)
The shift from hot to iced drinks typically begins:
- Late March in southern markets
- Mid-April in most markets
- Early May in northern markets
Key insight: Don't wait until it's hot outside. Customers start craving iced drinks as soon as they see consistent sunny days, even if temperatures are still mild.
Fall Transition (Cold to Hot)
The shift back to hot drinks begins:
- Late August in northern markets
- Mid-September in most markets
- Early October in southern markets
Key insight: Pumpkin spice season starts earlier than you think! Customers are ready for fall flavors well before the leaves start changing.
Recommendations for Shop Owners
For Spring/Summer:
- Start promoting iced drinks in early March - Get ahead of the curve
- Feature cold brew prominently - It's become a year-round favorite
- Highlight refreshing flavors - Fruity, citrus, and mint perform well
For Fall/Winter:
- Launch fall menu in late August - Beat the competition
- Lean into comfort flavors - Spices, chocolate, and caramel
- Promote warm drinks for the morning commute - Even on mild days
Use joe's Built-in Tools
With joe, you can easily:
- Update your Featured Items to highlight seasonal drinks
- Send targeted promotions at the perfect time
- Track which seasonal offerings perform best
- A/B test different promotional strategies
The shops that time their seasonal promotions right see significant increases in both ticket size and visit frequency.
Want to dive deeper into your shop's data? Your joe merchant dashboard has all the insights you need to make informed decisions about your menu and promotions.