Freddy's Frozen Custard & Steakburgers is launching its Summer Custard Tour on June 1, cycling through a new frozen custard flavor every week for 13 consecutive weeks. The program, branded as Custard of the Week, runs through the heart of summer and is available across all ordering channels — drive-thru, dine-in, the Freddy's mobile app, and the brand's website.
For operators watching limited-time offer strategy, the structure is notable. Rather than a single seasonal item or a two-week window, Freddy's is committing to 13 distinct SKUs over 13 weeks — a cadence designed to give loyal guests a reason to return weekly while keeping the menu fresh without a full overhaul. Tying each release to a specific week also creates a natural urgency: miss the week, miss the flavor.
The mobile app integration is equally deliberate. By routing pickup and delivery orders through its own platform, Freddy's keeps customer data and margins in-house rather than ceding both to third-party aggregators. It's a model that aligns with broader restaurant technology trends pushing brands toward owned digital channels as a competitive advantage.
Freddy's, headquartered in Wichita, Kansas, built its identity around made-to-order frozen custard and steakburgers. The Summer Custard Tour leans directly into that core differentiator at a time when QSR and fast-casual chains are aggressively competing for summer traffic with beverage and dessert promotions. As covered in beverage and dessert menu innovation analysis, cold and frozen categories have become a primary battleground for incremental check growth in warmer months.
Full details on each week's featured custard flavor are available at freddys.com/summer-custard-tour. This story was developed with research support from Food & Beverage Magazine.
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.
