EAST LANSING, MI – As the fourth quarter of the fiscal year reaches its peak, BIGGBY® COFFEE, the high-energy coffee franchise with a rapidly expanding national footprint, has officially launched its 2024 holiday campaign. Running through January 4, the seasonal program introduces a curated selection of festive beverages, returning culinary favorites, and a sophisticated promotional calendar designed to drive foot traffic during the competitive winter months.
With over 470 locations across 13 states, the East Lansing-headquartered brand is leveraging this holiday season not just as a period of celebration, but as a strategic demonstration of its "People-First" philosophy and its 2024 brand evolution under the tagline, "BIGGBY® Makes it Better."
Main Facts: A Multi-Sensory Seasonal Experience
The cornerstone of the BIGGBY® COFFEE holiday strategy is a menu that balances traditional winter profiles with modern beverage innovation. The 2024 lineup focuses on three primary flavor pillars: peppermint, frosted sugar cookie, and a tart cranberry-raspberry blend.
The Beverage Architecture
The flagship offerings for the season are the Peppermint Stick Mocha and the Snow Mint Mocha. These drinks represent the brand’s commitment to "classic" holiday flavors while providing the customizable options—latte, iced, or frozen—that BIGGBY® guests have come to expect.
In an effort to capture the burgeoning "kid-friendly" market, the brand has introduced the Kid’s Sprinkle Cookie drink. This caffeine-free option allows younger demographics to participate in the holiday ritual, fostering brand loyalty across generations. Furthermore, recognizing the shift in consumer preferences toward non-coffee energy boosters, BIGGBY® has integrated its CranRazz Energy flavor into two distinct formats: the BIGGBY® Blast and a Red Bull® Mocktail. This expansion into the energy category highlights the brand’s agility in responding to the "functional beverage" trend currently dominating the QSR (Quick Service Restaurant) landscape.
Culinary Complementarity
To drive attachment rates and increase average check sizes, the holiday menu features the return of the Maple Waffle Sandwich. This Belgian-style offering, characterized by real maple syrup and crunchy pearls of sugar, serves as a premium breakfast or snack option. It is available in various configurations involving egg, cheddar, sausage, and bacon, catering to the "sweet and savory" flavor profile that remains highly popular during the colder months. For the confectionery segment, the Chocolate Holiday Cake Pop provides a high-margin, grab-and-go treat.
Chronology: The Holiday Promotional Roadmap
The 2024 holiday season at BIGGBY® COFFEE is structured around a series of time-sensitive milestones designed to maintain consumer engagement from early November through the start of the New Year.
- Early November – January 4: The full seasonal menu is active across all 470+ locations.
- The "More the Merri-Mint Mondays" Initiative: Throughout the duration of the holiday window, BIGGBY® is implementing a recurring weekly promotion. Every Monday, guests who purchase a Peppermint Stick Mocha Latte or Snow Mint Mocha Latte (any size) receive a $1 discount on any Bragel® (the brand’s signature bagel sandwich) or Maple Waffle Sandwich. This is a calculated move to stabilize foot traffic on what is traditionally the slowest day of the work week.
- Veterans Day (November 11): Specific promotions designed to honor service members, reinforcing the brand’s community-centric values.
- The Thanksgiving/Black Friday Corridor: Targeted offers to support holiday shoppers and travelers, positioning BIGGBY® as a necessary pitstop during the busiest retail days of the year.
- Christmas Eve (December 24): Final seasonal pushes to capture last-minute gift card sales and holiday morning beverage runs.
- January 4: The formal conclusion of the holiday menu, clearing the path for Q1 health-conscious or winter-thaw promotions.
Supporting Data: The Economic Engine of a 100% Franchise Model
The scale of this holiday rollout is supported by BIGGBY® COFFEE’s robust business model. Unlike many of its competitors, BIGGBY® remains 100% franchise-owned. This structure is pivotal to the brand’s identity, as it empowers local entrepreneurs to tailor their community engagement while benefiting from a centralized national marketing and supply chain strategy.
Market Footprint and Growth
With over 470 units, BIGGBY® has established a dominant presence in the Midwest and is successfully penetrating 13 states. The 2024 holiday menu serves as a "stress test" for the brand’s refined visual identity. Earlier this year, the company introduced a modernized aesthetic and the "BIGGBY® Makes it Better" tagline. This rebranding was not merely cosmetic; it was designed to improve the "human connection" aspect of the service—a metric that is increasingly difficult to maintain in an era of automated kiosks and drive-thru efficiency.
Gift Card Strategy
Internal data suggests that holiday gift cards remain a critical revenue stream and a primary tool for new customer acquisition. By offering both physical and digital gift cards, BIGGBY® is targeting the "procrastination economy." These cards serve as a low-friction entry point for teachers, coworkers, and family members, effectively pre-selling thousands of beverages that will be redeemed during the traditionally leaner months of January and February.
Official Responses: A Philosophy of People-First Growth
While the holiday menu is the "what" of the season, the "why" is rooted in the company’s corporate philosophy. Headquartered in East Lansing, Michigan, BIGGBY® COFFEE has maintained a consistent message since its inception in 1995.
A spokesperson for the brand emphasized that the holiday season is the ultimate expression of their values-aligned growth. "We are guided by a commitment to supporting our franchise owners and baristas," the company stated in its seasonal briefing. "The holiday menu is designed to create positive experiences for guests, but it is also built on a foundation of ethical sourcing. We partner with coffee producers who treat people well, respect the environment, and reinvest in their own communities."
This ethical stance—often referred to as "One-Quarterly" or "Farm-Direct" initiatives in previous corporate communications—is a major differentiator for the brand. In an industry often criticized for opaque supply chains, BIGGBY® uses its holiday platform to remind consumers that their "festive latte" contributes to a larger ecosystem of global responsibility.
Implications: The QSR Coffee Landscape in 2025
The BIGGBY® COFFEE holiday launch carries significant implications for the broader coffee industry and the franchise sector as we move toward 2025.
1. The "Experience" Economy vs. The "Efficiency" Economy
As larger chains like Starbucks and Dunkin’ move toward highly automated, "pickup-only" stores, BIGGBY® is doubling down on "high-energy" and "human interaction." By promoting seasonal drinks that require a level of barista craftsmanship and offering a menu that encourages sitting and staying (such as the Maple Waffle Sandwich), BIGGBY® is positioning itself as the "Third Place" that others are arguably vacating.
2. The Diversification of the Coffee Menu
The inclusion of Red Bull® Mocktails and the BIGGBY® Blast indicates that coffee shops are no longer just for coffee. To survive in the current market, franchises must capture the "afternoon slump" demographic that may prefer a cold, fruity energy drink over a hot espresso. BIGGBY’s successful integration of these items into a holiday theme (CranRazz) shows a sophisticated understanding of flavor mapping.
3. Resilience Through Value
The "More the Merri-Mint Mondays" promotion addresses the "value-conscious" consumer. With inflation impacting discretionary spending, providing a tangible $1 discount on a food item when paired with a premium beverage is a proven method to maintain volume. This strategy suggests that BIGGBY® is aware of the economic pressures on its middle-class customer base and is willing to trade a small margin for consistent loyalty.
4. Franchise Stability
For potential investors, the 100% franchise-owned model of BIGGBY® remains an attractive proposition. The success of large-scale seasonal rollouts like the 2024 holiday menu demonstrates that the corporate infrastructure in East Lansing is capable of supporting nearly 500 units with high-quality marketing assets, consistent supply chain logistics, and innovative product development.
Conclusion
As the Peppermint Stick Mochas and Frosted Sugar Cookie lattes begin to flow across 13 states, BIGGBY® COFFEE is doing more than just ringing in the holidays. It is reinforcing its position as a major contender in the national coffee landscape. Through a blend of nostalgic flavors, strategic weekly promotions, and a steadfast commitment to its "People-First" roots, the brand is ensuring that for its franchisees and its guests, the 2024 season truly "makes it better."
The holiday lineup, including the "More the Merri-Mint Mondays" promotion, remains available at all participating locations through January 4, 2025.
About BIGGBY® COFFEE
BIGGBY® COFFEE, based in East Lansing, Mich., was started with a single store on March 15, 1995. One year later, and on the cusp of opening a second location, Michael McFall and Bob Fish decided to franchise the concept. BIGGBY® COFFEE’s cultural values of "Make Friends, Have Fun, B Yourself, and Share Great Coffee" help coffee-lovers and the coffee-curious alike benefit from a less-pretentious, more-fun approach to the standard gourmet coffee shop. For more information, visit www.biggby.com.
