Starbucks is testing a “mini” size Frappuccino. This is actually the second round of testing, as there was a very small San Diego test of the mini Frappuccino this past summer. Select Starbucks locations in Houston and Denver offer this new size.
Unlike other Frappuccinos, it appears, as far as I can see, a little less customizable than others. At least the booklet, which introduces customers to this new item, seems to suggest that you have a limited list of flavors/ recipes to choose from. I’d like to hear from others what their experiences have been with this new tiny Frappuccino.
It’s so cute! Yes, I want this test to succeed! There have been many times when I feel like a “tall” size (12 ounces) is too much Frappuccino for me.
I asked readers (via Facebook) to send me their photos of the mini Frappuccino test, and much to my surprise, I received multiple emails.
So what do you think? Would you order a mini Frappuccino?
By the way, this is not the first time that Starbucks has experimented with cold cups that are smaller than 12 ounces. I’ve heard it said that Starbucks Japan has such a demand for small sizes that that market routinely offers a short cold drink cup. Many years ago, the failed Sorbetto test item was served in a 10 ounce Starbucks.
Edit: I’ve seen people ask “why” would Starbucks do this. I think the “why” is fascinating. Let me throw this out there: 1) A 10-ounce Frappuccino responds to customer demand for a smaller size 2) Additional resources are hardly needed – you’re not adding new ingredients, just a size. 3) Creates a beverage at a slightly lower price point. 4) The lower price point potentially creates ‘trial’ – customers order something they wouldn’t normally, and then later think, “Next time I have to order the larger size”! Creates new Frappuccinos customers. 5) Potentially, from a marketing standpoint, this is competitive price point with value menus and similar drinks available at other large chains. 6) Potentially trains customers to order from the menu – since these are less customizable, customers who are introduced to these drinks are lured in by standard recipes. This in turn is a little easier for partners – fewer drink remakes due to customization. 7) Potentially appeals to customers who want a smaller size for children. No more splitting a Venti in two.
It’s pretty brilliant marketing.