The coffee chain is cutting back on those insanely viral , totally instagrammable frappuccinos customers love so much. Limited-time menu items, such as the Unicorn Frappuccino and the Tie Dye Frappuccino, won’t be available as often going forward. While Starbucks has quietly been cutting back on these offerings for over a year now, Business Insider reports this decision has earned the coffee retailer major profits already.
“Looking ahead, Starbucks plans to avoid limited time offer beverages that can complicate operations, and instead innovate seasonally around enduring platforms,” Andrew Charles, a research analyst at Cowen, wrote in the report. While fans love these colorful, limited-time only menu items, many Baristas have complained that the drinks are difficult and time consuming to make, which can create unhappy customers and a stressful work environment. Starbucks plans to replaced these viral beverages with more seasonal options, such as the new Pumpkin Cream Cold Brew, which are easier to make and stay on the menu for more than a few days.
A representative for Starbucks confirmed this news to Delish with a statement reading: “What we have said is that we take a disciplined approach to these offerings while our focus remains on our winning beverage platforms so our espresso, cold brew, Nitro, Refreshers, Frappuccino and tea. So it doesn’t mean that there will be no LTOs [limited-time offers]: This year we’ve had the S’mores Frappuccino, Pumpkin Spice, and Tie Dye. So, we’re just going to be a little more disciplined in what we offer out of that experience.”
Customers will see more seasonal offerings going forward as opposed to those crazy, fun viral stunt drinks that only stay on the menu for a few days at a time. Based on fan reactions to the long-running pumpkin spice latte and its new Pumpkin Cream Cold Brew counterpart, however, it seems like the Unicorn Frappuccino won’t be too sorely missed.