Freddy's Frozen Custard & Steakburgers is launching a 13-week rotating limited-time offering program it calls the Summer Custard Tour, beginning June 1, as the regional quick-service chain looks to drive traffic frequency through the historically competitive summer daypart.
The initiative, branded Custard of the Week, will introduce a new frozen custard flavor each week for 13 consecutive weeks — a cadence that extends the promotional window through late August. Items will be available across all ordering channels, including drive-thru, in-restaurant dining, and pickup or delivery via the Freddy's mobile app and its website.
The structure mirrors a strategy increasingly deployed by mid-size QSR chains seeking to compete with larger rivals on novelty without committing to permanent menu expansion. Weekly limited-time offers generate social media amplification at low incremental cost while nudging loyalty-program members toward higher visit frequency — a metric that carries outsized weight in franchise-system unit economics. For Freddy's, which has built its brand around made-to-order frozen custard, the format reinforces a core product differentiator at a moment when the broader fast-casual segment faces mounting pressure from value-oriented competitors.
The mobile app integration is notable. Digital ordering has become a key battleground for QSR operators, with app-exclusive or app-first promotions used to expand first-party data collection and reduce reliance on third-party aggregators. Freddy's routing the Custard of the Week through its own app alongside traditional channels suggests the chain is prioritizing owned-channel growth as part of a broader digital engagement push.
Freddy's did not disclose pricing for the weekly offerings, participation rates across its franchise network, or projected sales impact from the program. The company operates and franchises locations across the United States, with its headquarters in Wichita, Kansas. Additional details on the full 13-week flavor schedule are available at freddys.com/summer-custard-tour.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.