The Weekly Drop: How We Choose New Flavors

Every week, our menu changes. Two to four new flavors appear alongside our permanent signatures. Some last a week. Some last a month. A few earn a permanent spot.

Here is how the process works.

Monday is development day. Our R&D baker spends the entire day testing new ideas. Some come from seasonal ingredients that have just come into stock. Some come from customer requests. Some come from flavors we have encountered in our travels or at the spice souks.

By Tuesday, there are usually six to eight candidates. Each one is baked in a small batch of three cookies. The team gathers in the afternoon for a blind tasting. Every baker scores each cookie on five dimensions: flavor, texture, appearance, uniqueness, and what we call "would I order this again."

By Wednesday, the shortlist is down to three or four. These go through a second round of testing with minor adjustments. Maybe the Saffron Cardamom needs less sugar. Maybe the Pistachio Rose needs a different grind on the nuts.

By Thursday, the final lineup is decided. Ingredients are ordered for the weekend bake. The menu is updated on the website and shared on social media.

By Friday, the new cookies are live. Some sell out by noon. Some take the whole weekend. The ones that consistently sell out earn a second week, then a third. After four weeks of strong demand, we consider adding them to the permanent menu.

It is a simple system, but it keeps our menu fresh and our bakers creative. It also means there is always a reason to come back.