The Chick-fil-A® chain did it last year with a Coffee Caramel Milkshake. Before that, they did it with a Mint Cookies and Cream shake. And, now, it’s Peach. It’s a strategy that has worked for Chick-fil-A, and apparently for its patrons, too.

‘Starting and stopping a product offer can be a tricky art, but if you do it right, you’ll enjoy long-term benefits from creating demand for a product that’s only available for a short time by bringing added attention to a particular category of your menu,’ said Woody Faulk, Chick-fil-A’s vice president of brand development. ‘Our first limited flavor [Mint Cookies and Cream] milkshake was a tremendous success in terms of generating overall awareness of our line of milkshakes.’

Chick-fil-A added a new peach flavor to its line earlier this summer. The Peach Milkshake will be offered as a limited-time flavor through August 22, 2009.

Since Chick-fil-A first introduced its line of Hand-Spun Milkshakes in May 2006, the desserts have proved to be one of the most popular products on the menu. Building upon its increasing milkshake momentum, the chain has added limited-time flavors to its milkshake menu annually. A Coffee Caramel Milkshake was featured last spring and a Peppermint Chocolate Chip Milkshake was offered during the holidays last year.

Faulk adds, ‘Our previous limited-time flavors have helped maintain interest in our milkshake line. We’ll be excited to see the same type of response with our Peach Milkshake. Some might say it’s about time that the chain based in Georgia, the ‘Peach State,’ comes up with a great-tasting peach shake with real peaches in it.’