BIGGBY® COFFEE is deploying a full seasonal menu push across its 470-plus-unit franchise network from Nov. 2 through Jan. 4, stacking limited-time beverages, returning food items, and a string of holiday-day promotions designed to sustain guest frequency deep into winter.

The Seasonal Lineup

Leading the beverage additions are the Peppermint Stick Mocha and Snow Mint Mocha, two returning seasonal signatures anchored by the flavor that has become a staple of holiday coffee menus industrywide. The Frosted Sugar Cookie drink also returns, joined by a Kid's Sprinkle Cookie option aimed at family visits. For guests looking beyond espresso, the chain is offering CranRazz Energy in both a BIGGBY® Blast and a Red Bull® Mocktail format — a nod to the growing energy-drink hybrid category that continues to reshape QSR and coffee-shop beverage menus.

On the food side, the Maple Waffle Sandwich is back for the season. The Belgian-style waffle, made with real maple syrup and sugar pearls, is available in multiple egg, cheddar, sausage, and bacon combinations — giving operators a higher-ticket attachment to morning beverage orders. A Chocolate Holiday Cake Pop rounds out the limited-time sweet offerings.

Driving Repeat Visits

To build weekday traffic, BIGGBY is running "More the Merri-Mint Mondays" every Monday throughout the promotional window: guests who purchase any size Peppermint Stick Mocha Latte or Snow Mint Mocha Latte receive $1 off a Bragel® or Maple Waffle Sandwich. The mechanic pairs a high-margin seasonal beverage with a food item — a proven bundling strategy for boosting check averages that coffee-segment operators have leaned on heavily in recent years.

Beyond the weekly offer, four holiday-day promotions punctuate the calendar. Veterans Day brings a free 16-ounce brewed coffee for veterans and active-duty military. Participating stores open on Thanksgiving will offer a buy-one-get-one-free 20- or 24-ounce specialty beverage. Black Friday delivers a free 16-ounce black coffee with the purchase of a Bragel® or Maple Waffle Sandwich during the first 60 minutes after opening. Christmas Eve rounds out the calendar with a customer's choice between a BOGO or $1 off any 20- or 24-ounce specialty beverage.

Franchise Context

Founded in East Lansing, Michigan in 1995, BIGGBY operates under a fully franchised model across more than 13 states. The holiday rollout reflects a broader industry pattern of coffee franchises using seasonal LTO calendars to compete for share against national chains during the fourth quarter — traditionally one of the strongest traffic periods for specialty coffee. Gift cards in physical and digital formats are also being promoted as a holiday gifting option, adding a revenue stream that extends brand exposure beyond the in-store visit.

For operators monitoring the coffee-franchise competitive landscape, BIGGBY's layered approach — combining flavor-forward LTOs, food bundling, recurring weekly promotions, and occasion-specific deals — illustrates how mid-size regional chains are working to replicate the seasonal marketing machinery of larger national competitors without equivalent media budgets.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.