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The chain launched its latest color-change concoction, tailor-made for social media, on Wednesday. Dunkin ‘said it combines several berry flavors to make a plum flavored drink with espresso and ice that features a “whimsical, light purple, layered” look.
But those old standbys don’t get as much social media attention as they’re arguably less aesthetically appealing. The Sugarplum Macchiato clearly doesn’t have that problem: the brand released a TikTok featuring the drink on Wednesday night, and it has already garnered over 250,000 views and 37,000 likes. A similar post on his Instagram account has over 100,000 views.
Dunkin ‘ (DNKN) explained in a blog post that the drink’s sugar plum flavor has been around for four years, but gained traction with its culinary team last year due to the popularity of other shaded drinks (this is Starbucks’ “pink drink”.
Dunkin’s Sugarplum Macchiato “represents the fun and whimsical nature of winter,” the brand said.
It’s the second color-changing drink that Dunkin ‘launched this year. For Valentine’s Day, he added a limited-time pink velvet macchiato with a red velvet cake flavor.
The chain regularly adds original menu items, such as its spicy donut, to attract customers. Fast food is a ruthless business with extremely thin margins, so any increase in customer base is considered a success.
Rival Starbucks (SBUX) has had color-changing coffee drinks on his menu, including the Unicorn Frappuccino, but he largely ditched them as they are complicated and time consuming for baristas to make. This year, Starbucks kept their holiday menu simple and brought back their cold Irish Cream Brew.
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