Nick Martell

It draws people into the shop to see what's new on the menu.

Just like what's new on Netflix this month, I don't know, honey, let's check.

It's the same with salt and straw.

So Salt and Straw's flavors are not predictable, but what's key is what is predictable.

By the way, Jack, the one flavor Tyler said he could never crack, you know what it is?

Actually, just tell me.

He's still working on making salmon work.

I recommend he just quits right now.

Part of Pacific Northwest is a tough crowd.

Jack, what's the takeaway for our buddies over at Salt and Straw?

The calendar is your canvas.

Yetis, those nearly 1,000 flavors Salt and Straw has cleverly created, they don't drop at random times like Supreme sneakers do.

No, Salt and Straw has a schedule.

Five new flavors per month.

You see, unpredictable novelty gets the interest, but predictable timing gets you in the store.

And each month has a seasonal theme, typically based on the calendar as well.

May was flower flavors, June was baked pie series, Halloween, that's when you get the bug menu.

One September, five flavors were launched inspired by books.

Right.

Because back to school was the seasonal theme.