Since Chick-fil-A introduced its line of Hand-Spun Milkshakes in May 2006, the tasty desserts have proved to be one of the most cravable products on the menu. In an effort to sustain its milkshake momentum, the Atlanta-based restaurant chain is adding a limited-time flavor to its milkshake menu for the second time in as many years.

Last year, Chick-fil-A invigorated its milkshake line up with a Mint Cookies and Cream flavor that was offered for three months. Building on the success of its first limited-time flavor, Chick-fil-A is brewing a Coffee Caramel Milkshake that will be offered chain wide March 31 – Aug. 2.

“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,” says 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, and we anticipate our Coffee Caramel Milkshake will be equally successful.”

Faulk adds that Chick-fil-A remains focused on offering permanent menu items, and “Our chain does see benefits in also offering limited-time menu flavors.” When Chick-fil-A introduced its Mint Cookies and Cream Milkshake last spring, the chain saw a renewed interest in its Milkshake line from its existing customers and was able to win new customers who were not aware of Chick-fil-A’s Milkshakes.

As with its standard line of flavors, the Coffee Caramel Milkshake is hand-spun with Chick-fil-A’s popular “home-style” Icedream and topped with light whipped cream and a maraschino cherry. The Coffee Caramel Milkshake will be offered in a 20 oz. cup and is priced at $2.89 each (at most locations).