Nick Martell

They want to make afternoon sales?

There's your sweet treat right there.

Oh, and the Salt and Straw co-founder used to work at Starbucks.

But Salt and Straw gets people's butts back in the door the same way Netflix does.

Predictable unpredictability.

That's the strategy here.

Predictable unpredictability.

We'll explain, but here's where things get wild.

The flavors.

Because Salt and Straw has 13 permanent flavors, but every month they release five new flavors.

Like ice cream clockwork, 12 months a year for 15 years.

They've been launching five new flavors a month.

That's 900 flavors total.

You're going to have to scoop up even more context for us with that number, please.

Ben & Jerry's has 98 permanent flavors right now.

But if you add in the 500 discontinued flavors from their flavor graveyard, then Ben & Jerry's has made 600 flavors in their 48 years.

And yet, in just one-third of that time, Salt & Straw has created nearly 50% more flavors.

Holy taste buds.

Now, besties, Ben & Jerry's isn't too adventurous with their ingredients these days, right, Jack?

It tends to be a combination of sweet, salty, and crunchy.