Starbucks is leaning on a playful Halloween drink to keep its comeback story alive. The new Black Cat Frappuccino has landed in select U.S. stores, and it will stay on menus through Halloween. However, this small seasonal treat arrives at a big moment. The coffee giant is heading into its most important sales period while labor tensions continue in the background.

What Is the Black Cat Frappuccino?

The Black Cat Frappuccino takes its inspiration from Salem, the witty black cat from Sabrina the Teenage Witch. Unlike most Starbucks favorites, this drink contains no coffee. Instead, it is a Crème Frappuccino built around a rich chocolate brownie flavor.

On top, baristas add whipped cream and a pair of chocolate cat ears. As a result, the drink looks as fun as it tastes. A grande costs roughly $6.50. In addition, Starbucks is pairing the launch with a Venti Black Night Cookie for fans who want a full Halloween treat.

Because it is coffee-free, the drink also appeals to kids, teens and anyone avoiding caffeine. That broad appeal is exactly what seasonal launches are designed to deliver.

Why Seasonal Drinks Matter So Much to Starbucks

Limited-time drinks have long powered traffic at Starbucks. For example, the Pumpkin Spice Latte and Peppermint Mocha return every year to huge excitement. These drinks spark social media posts, and they bring customers back again and again.

Last holiday season proved how well this approach works. In fact, Red Cup Day 2025 became the biggest sales day in the company’s North American history. Foot traffic that day ran close to 45% above the year’s daily average.

Therefore, the Black Cat Frappuccino is more than a novelty. It is part of a deliberate strategy to create buzz, build habits and keep stores busy.

The Back to Starbucks Turnaround Is Working

CEO Brian Niccol launched his “Back to Starbucks” plan to fix a struggling business. So far, the numbers suggest real progress. At the company’s 2026 Investor Day, Niccol boldly announced that Starbucks had returned.

The results since then have backed up his claim. Here is how North America performed this fiscal year:

• First quarter: Revenue grew 2.9% to $7.3 billion, while comparable sales rose 4%.
• Second quarter: Comparable sales jumped 7.1%.
• Third quarter: Comparable sales climbed again, this time by 8.1%.

Meanwhile, company-operated store revenue grew 4.2% in the first quarter, and transactions increased 3%. Investors will get their next update when Starbucks reports fourth-quarter earnings on October 29.

Currently, shares trade near $102. That is below the summer peak of about $110. Still, the stock sits well above where it stood before the turnaround gained traction.

A Holiday Menu Without Red Cup Day

Starbucks will roll out its 2026 holiday menu and merchandise on November 5. This year, though, the company is breaking with tradition. The holiday launch will not line up with Red Cup Day.

There is a clear reason behind that choice. Last year, Starbucks Workers United staged its “Red Cup Rebellion” strike on the same day. The protest then spread across the holiday season as unionized baristas pushed for a contract.

Today, the union represents around 12,000 baristas at nearly 700 stores. By comparison, Starbucks runs more than 10,000 company-operated U.S. locations. So the union covers only a small share of the chain. Even so, its campaign drew national attention, with Senator Bernie Sanders and Zohran Mamdani, then a mayoral candidate, joining picket lines.

Interestingly, the strike did not slow Starbucks’ sales growth. Nevertheless, the dispute has not gone away.

The Union Boycott Keeps Growing

Almost a year later, contract talks remain stuck. The union has not announced any new holiday actions yet. However, its boycott keeps winning support.

For instance, city councils in Philadelphia and Atlanta have backed the boycott until a contract is signed. Similarly, the St. Louis Board of Aldermen voted in support. The AFL-CIO, which represents 65 unions and close to 15 million members, has also endorsed the effort.

In addition, several other groups have joined in. These include teachers’ unions, the Association of Flight Attendants and the American Federation of State, County and Municipal Employees.

Could the Dispute Hurt Starbucks’ Reputation?

That question has no simple answer yet. Stephen Hahn, chief reputation and strategy officer at RepTrak, warns that a repeat of last year’s protest could slow year-end sales. He also notes that it could dent the brand’s image.

According to Hahn, reputation strongly shapes whether people choose to buy from a company. Equally, it affects whether people want to work there.

On that front, Starbucks says it is doing well. The company reports the lowest employee turnover in its industry. Moreover, it says more than one million people apply for jobs each year.

The union, on the other hand, describes a very different reality. It points to short staffing, unpredictable schedules, low pay and rising healthcare costs. It also raises concerns about broken equipment and unfair discipline.

Store closures add another layer. Starbucks shut 250 stores in September, after closing more than 600 around the same time last year. Consequently, critics may use these closures against the company while talks drag on.

How Starbucks Plans to Keep Its Momentum

Despite these challenges, Starbucks continues to invest heavily. By the end of the fiscal year, it expects to finish 1,500 store “uplifts” across its U.S. company-operated locations. Together, these upgrades will add about 25,000 new seats.

At the same time, its “Green Apron Service” model aims to speed up service. New systems also help baristas manage orders from cafés, mobile apps, drive-thrus and delivery more smoothly. On top of that, the company has expanded incentive programs and tipping options for its workers.

Niccol now describes Back to Starbucks as more than a rescue plan. In his view, it began as a way to refocus and rebuild the business. Today, he sees it as the long-term roadmap for customers, employees and shareholders alike. Looking ahead, he is targeting consolidated net revenue growth of 5% or more in fiscal 2028.