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National Chocolate Milkshake Day

Go out for a chocolate milkshake, or make one of these delicious creamy treats yourself. Lactose intolerant?

Marketing angleinferred

Drive foot traffic and milkshake sales in September by positioning chocolate milkshakes as an indulgent treat worth celebrating, with tie-ins to chain restaurants and specialty cafes.

Relevance 72high intent

Share your favorite chocolate milkshake recipe or order—tag us for a chance to win
Behind-the-scenes: How we make 60+ million milkshakes a year (Steak 'n Shake spotlight)
Lactose-free chocolate milkshake hacks: soy, oat, and nut milk alternatives
Loaded milkshake challenge: pretzels, marshmallows, cookies—how wild can you go?

Marketing playbookideas

Campaign ideas8

Limited-Time Flavor Creation: Launch exclusive chocolate milkshake flavors (e.g., s'mores, brownie crunch, hazelnut swirl) available only on Sept. 12.
Photo Contest: Run 'Shake It Up' UGC campaign—customers share photos of their chocolate milkshakes using brand hashtag for prize eligibility.
Bundle Deals: Offer BOGO, free upgrade to large, or discount codes ($1-3 off) to drive foot traffic and app downloads on Sept. 12.
Social Media Challenge: Post reels of over-the-top milkshake creations or taste tests comparing brands; encourage shares with branded hashtag.
Local Partnerships: Co-market with local dessert shops, diners, or ice cream parlors for collaborative limited-edition flavors.
Retro Nostalgia Content: Create content highlighting milkshake history, 1950s diner vibes, and childhood memories to tap emotional appeal.
Influencer Collabs: Send milkshake samples to food/lifestyle influencers for unboxing, taste test, or creation videos.
Email Campaign: Send deals/coupons to loyalty program members 3-5 days before, driving early awareness and redemption.

Social angles5

"From diner classic to modern obsession—how's YOUR chocolate milkshake game? Tag us in your creations! #ChocolateMilkshakeDay #ShakeItUp"
"Only ONE day a year to celebrate this legendary combo. Chocolate + ice cream + milk = pure nostalgia. Which flavor are you trying? #NationalChocolateMilkshakeDay"
"Calling all shake lovers! Sept. 12 is YOUR day. Show us your most indulgent milkshake moment. #ChocolateMilkshakeDay"
"Did you know? The modern milkshake was born in Chicago when someone added ice cream to chocolate malt. Wild, right? #MilkshakeHistory #ChocolateMilkshakeDay"
"Warning: This day is dangerous for your diet, but ESSENTIAL for your happiness. 🍫 #ChocolateMilkshakeDay #TreatYourself"

Ad copy starters5

“"Chocolate Milkshake Day is Here—Treat Yourself. $3 Shakes, Sept. 12 Only. [Learn More]"”

“"One Day. One Shake. One Perfect Reason to Indulge. Our Chocolate Milkshake Awaits. #ChocolateMilkshakeDay"”

“"From Creamy to Crunchy—How Do YOU Take Your Chocolate Shake? Limited Flavors, Sept. 12. Order Now."”

“"50 Years of Diner Tradition Meets Modern Indulgence. Celebrate National Chocolate Milkshake Day with Us. BOGO Deal Inside."”

“"It's NOT Just a Milkshake—It's a Memory in a Glass. Join Us Sept. 12. Limited-Time Offer."”

Tips4

DO emphasize nostalgic & emotional appeal—milkshakes evoke childhood, comfort, and joy. Lean into retro diner imagery.
DO time email/app promos 3-5 days ahead to drive awareness; drop the deal early so people plan their Sept. 12 visit.
DON'T just promote discounts—celebrate the DRINK itself. Highlight flavors, toppings, craftsmanship, and creative versions.
DO leverage UGC & community. Milkshake lovers LOVE sharing. Run photo contests and repost customer content to build engagement.

History

In 1885 a wonderful thing happened: the term “milkshake” was first recorded and introduced into the dessert world.

While it is important to know that the milkshakes of that time were a much different creation than that which are commonly consumed today, they still served as the predecessor to the beloved modern chocolate milkshake.

At that time a milkshake referred to something far more akin to what is often now called “Eggnog”, which was a mixture of eggs, whiskey, and a variety of spices and flavorings.

It didn’t take long for that to change as, in the 1900’s, the word “milkshake” became a term for a much more wholesome beverage. The ice cream was still not officially part of the mix yet, though it was commonly ordered along with the drink.

While getting closer, it wasn’t until the invention of the electric mixer that the milkshake as we know it came to pass. In fact, the histories of these two are intricately connected as both came about in 1922.

As may be fairly obvious by now, the chocolate milkshake actually predates the milkshake as we know it today, but it truly reached perfection once ice cream became a natural part of the drink.

The story goes that a Walgreens employee in Chicago got a little crazy and decided to put two scoops of ice cream in a chocolate malt, which was made using an electric blender. After that, the drink quickly became a hit all throughout the United States. The rest is milkshake history!

What is often unknown is that milkshakes were not always called milkshakes, in the 1950’s they were called frosted drinks, cabinets, velvets, or frappes.

But no matter what they are called, all around the world people should take this day to delight in everything to do with Chocolate Milkshakes!

How to celebrate

Sip On a Chocolate Milkshake

Celebrating National Chocolate Milkshake Day is one of the more pleasurable things a lover of chocolate and ice cream can do, as it gives one an excuse (as if one is needed) to indulge in their favorite shake.

Go Out for a Chocolate Milkshake

Sure, it’s easy to make a chocolate milkshake at home. But it’s even easier to let someone else make it! In that case, the world is filled with a variety of restaurants and cafes who will be happy to toss some ice cream, chocolate syrup and milk into a blender and make those dreams come true! Spend Chocolate Milkshake at some of these favorite restaurants: Steak ‘n Shake, United States and Other Locations. Since the word ‘shake’ in the name, this one obviously had to make the list. With more than 600 franchise restaurants in operation around the world, getting hold of a chocolate milkshake here would be the simplest thing. In fact, this restaurant serves more than 60 million milkshakes every single year–so make sure at least one of them is yours! (Also, check out ‘happy hour’ on weekday afternoons for a possible discount.) Garage 51, Kuala Lumpur, Malaysia. For those on this side of the world, head on over to experience so much more than just a plain chocolate milkshake. Their versions contain all kinds of paraphernalia, such as pretzels, popcorn, marshmallows, peanut butter, cookie crumbs, cornflakes and more. Now that’s a chocolate milkshake!Cafe Godiva, London, UK. Who can do chocolate better than Godiva? Especially when they make it into a milkshake! Head on over to Brompton, Knightsbridge to enjoy this decadent treat. Gulla Burger, Belo Horizonte, Brazil. While the main feature of this business is burgers, their milkshakes are nothing to turn up the nose at! Those in the southern hemisphere can head on over to Gulla Burger to experience some killer milkshakes, either plain or with all sorts of fun toppings.

Host a National Chocolate Milkshake Day Party

Make the holiday a call for true indulgence by inviting over a group of friends, and bringing every form of chocolate you can imagine. Rocky road milkshakes? Absolutely. Malted Chocolate? Yes, please! Death By Chocolate Milkshakes? Is there a better way to go? We think not. Grab the blender, some ice cream, chocolate syrup and milk. Then get adventurous with various toppings and mix-ins to make it even more fun and creative! Whether you make it a social gathering or a private indulgence, National Chocolate Milkshake Day is a holiday to look forward to, and no one will shame you for practicing for it throughout the year.

FAQ

Did chocolate milkshakes ever play a role in a bizarre assassination attempt?

Yes! In 1963, the CIA tried to assassinate Cuban leader Fidel Castro using a poisoned chocolate milkshake. A waiter at Havana’s Hotel Habana Libre was supposed to slip the deadly substance into his drink. However, the poison capsule got stuck in a freezer and broke apart before it could be used. This strange plot remains one of history’s weirdest failed assassination attempts.

Why do some people call milkshakes “frappes” or “cabinets”?

Not all Americans use the word “milkshake.” In Rhode Island, it’s called a “cabinet,” supposedly because early versions were mixed in a cabinet-like machine. In parts of New England, a “frappe” (pronounced “frap”) refers to a milkshake with ice cream, while a regular milkshake is just milk and syrup. These regional differences can still cause confusion for visitors today!

What was the first recorded chocolate milkshake like?

In the late 1800s, milkshakes were boozy drinks, made with whiskey and eggs. By the early 1900s, the alcoholic ingredients were removed, and chocolate syrup was added. The version we recognize today—blended with ice cream—became popular in the 1920s when electric blenders made it easier to whip up smooth, frothy drinks.

Has anyone ever made a world-record milkshake?

Yes! In 2000, Ira Freehof and his team created the world’s largest chocolate milkshake. It measured a whopping 6,000 gallons—enough to fill an entire swimming pool. This giant shake, made in New York City, required massive blenders and thousands of gallons of milk, ice cream, and chocolate syrup.

Are milkshakes ever eaten with a spoon instead of a straw?

Absolutely! In Australia, a thick version of a milkshake is called a “milkshake thickie” or simply a “thick shake.” These are so dense that drinking them with a straw is nearly impossible. Some American diners serve extra-thick milkshakes with a spoon and a straw so customers can decide how to enjoy them.

What’s the most unusual chocolate milkshake topping?

Some milkshakes go way beyond whipped cream and cherries. In Malaysia, cafes serve extreme milkshakes topped with marshmallows, pretzels, popcorn, and even entire doughnuts. In Japan, you might find a chocolate milkshake decorated with mochi, matcha powder, or red bean paste for a unique twist.

Could chocolate milkshakes be good for post-workout recovery?

Some studies suggest that chocolate milk is a great post-workout drink. It contains protein, carbohydrates, and electrolytes, helping muscles recover after exercise. While a milkshake has more sugar than plain chocolate milk, some athletes still swear by it as a satisfying reward after a tough workout.

What’s the connection between milkshakes and drive-in diners?

In the 1950s, drive-in diners became incredibly popular, and milkshakes were a key part of the experience. Carhops, often on roller skates, delivered thick shakes alongside burgers and fries. The iconic image of a jukebox playing rock ‘n’ roll while teens sipped on milkshakes helped solidify them as an American classic.

Has a milkshake ever caused controversy?

Yes! In the 2010s, “milkshaking” became a form of political protest in the UK. Protesters threw milkshakes at politicians they opposed, making headlines worldwide. While most incidents involved standard fast-food shakes, chocolate milkshakes were among the most commonly used due to their thick consistency.

Why do some people put salt in their chocolate milkshakes?

A pinch of salt can enhance the richness of chocolate by balancing its sweetness. Some high-end milkshake recipes call for sea salt or Himalayan salt to deepen the flavor. Salted chocolate milkshakes are especially popular in gourmet dessert cafes, offering a more sophisticated taste than the classic version.