We explore the phase structure of a holographic toy model of superfluid
states in non-relativistic conformal field theories. At low background mass
density, we find a familiar second-order transition to a superfluid phase at
finite temperature. Increasing the chemical potential for the probe charge
density drives this transition strongly first order as the low-temperature
superfluid phase merges with a thermodynamically disfavored high-temperature
condensed phase. At high background mass density, the system reenters the
normal phase as the temperature is lowered further, hinting at a
zero-temperature quantum phase transition as the background density is varied.
Given the unusual thermodynamics of the background black hole, however, it
seems likely that the true ground state is another configuration altogether.