SALT LAKE CITY — Slush. Slushie. Slushy. Slushee. It’s been nearly 80 years since the frozen dispensed beverage category was created, and yet consumers still can’t agree on what to call it. Not that it matters much. From its humble beginnings in the 1950s, the frozen dispensed beverage category has grown to $600 million in sales annually, and in 2021 it was up 10%, according to NACS State of the Industry data. Nomenclature aside, it’s clear consumers know a good slush(y/ee/ie) when they see one.
With category numbers this large, it’s worth considering how to run a knockout slush program and, fortunately, it’s not rocket science. There are some simple, time-tested ways to take advantage of the growth happening in frozen dispensed beverages and be sure your slush program won’t melt away.
- Prioritize taste. While this point may seem obvious for any food category, it is particularly relevant for slush. For years, the prevailing belief was that slush was for kids, and kids will enjoy any sweet thing coming out of a frozen faucet. But it’s adults ages 24 to 34, not kids, who are the primary consumers of slush, and adults prioritize quality. So be picky. Try out your flavors and make sure you love them. A little research and testing, even if it’s with your staff and customers, will pay off.
- Keep your machines full. Slush machines are like babies: They behave best when they are well-fed. Don’t let the product in your machine run below 50% full. This will ensure you won’t miss out on sales when that soccer team comes in for a post-game treat. It will also keep the product in optimal condition. Machines running too low for long periods of time will often churn too much air into the product, resulting in a less-than-ideal experience.
- Keep machines clean. Slush machines can live long, healthy lives if they are well-maintained. Every machine has a basic cleaning schedule that requires attention twice a month at most. Many stores have found that posting a cleaning schedule in the back room and checking it off when complete works well.
- Offer free samples. The most effective way to turn customers into slush fans is to let them try a little for free. Some brands offer sampling cups with “try me” signage. Put these cups next to the machines and watch slush sales grow like a weed.
- Rotate flavors. Keeping things fresh with new flavors is a great way to keep consumers coming back for more. Our survey of more than 5,000 stores showed that stores that rotate flavors sell up to 50% more slush than those that don’t. Consider a schedule that keeps at least one power flavor available year-round in one dispenser, and then rotate flavors into the other dispensers at least once a quarter.
- Take advantage of in-store marketing materials. More than half of slush consumers identify their slush purchases as “spontaneous,” so captivating them with point-of-sale material is critical. Slush brands almost always offer marketing materials at little or no cost to stores. Keeping a store fully stocked with outdoor signs, window signs, gas-pump hose talkers and other marketing materials will ensure customers are aware of your delicious slushies. And if you want to go crazy, some manufacturers offer posters that will cover the whole wall behind your machines.
Keep these six ideas in mind and you’ll see your slush program grow, even while the never-ending naming debate rages on.
Sam Owens is chief marketing officer at Salt Lake City-based Freezing Point LLC, the makers of Frazil. He has spent the last 15 years in food marketing, managing brands like Healthy Choice, Silk Almond Milk and International Delight Coffee Creamer. Reach him at sam.owens@frazil.com.