Minneapolis-based Caribou—the nation’s second-largest coffee chain, according to Technomic—hasn’t forgotten its Minnesota roots. In December, it launched its Bold North coffee blend and branded sleeves with colloquialisms such as “uffda” and “Minnesota N’Ice.” The limited-time offer serves as an homage to Minnesotans’ ability to withstand subzero winters, a celebration of the chain’s 25th anniversary and a humblebrag for visitors who could sip the dark roast in time for Super Bowl LII in Minneapolis. The coffee blend is just one example of the company’s regular new flavor launches and seasonal offerings. Following in Starbucks’ footprints, Caribou also updated its rewards system this year, so members earn points for every dollar they spend on beverages, food, beans and merchandise. With a $5 average check, consumers also take note of the brand’s multiple price points.

“It is my preferred coffee shop because of their quality coffee at an affordable price,” said a recent Caribou Coffee customer participating in Technomic’s Consumer Brand Metrics.