Although NYC cafe The Good Sort has only been open about three months, it’s already making colorful noise on social media with its rainbow lattes and new iced iteration, which combines a variety of health-conscious ingredients into one tricolor drink. The picture-perfect latte, served in a cup emblazoned with the shop’s minimalistic logo, is sprinkled all over the already 4,300-plus posts for #rainbowlatte on Instagram—which has measurably helped drive sales. The drink has garnered extensive media coverage, with write-ups from Vogue, Refinery29, Cosmopolitan and even a Facebook live demo with the Food Network.
“The vast majority of our guests who order the rainbow latte saw it on Instagram,” says Eddy Buckingham, co-owner of The Good Sort. “It is a rare guest who takes a sip without taking a photo first.” Despite the social influx, The Good Sort is “pretty intent on the growth to be organic” as the drink’s popularity grows, Buckingham says. “We do like to repost content posted by our guests. One as a thank you for the exposure and patronage, and also to foster a little sense of online community.”