the staff of the Ridgewood blog
Ridgewood NJ, change has been brewing at Starbucks for some time. Amid internal power struggles, a persistent sales slump, and activist investor campaigns, the Seattle-based coffee giant is now navigating a new challenge: a sudden CEO replacement that’s making waves globally.
But as summer lingers and the leaves remain green, Starbucks has a seasonal ace up its sleeve: the Pumpkin Spice Latte (PSL). Traditionally a fall favorite, Starbucks has decided to kick off the season early this year with the earliest PSL release ever. The move comes as a strategic play to invigorate sales and capture customer interest during a turbulent time.
Since its debut in 2003, the Pumpkin Spice Latte—flavored with cinnamon, ginger, cloves, and nutmeg—has become a cultural icon. Google Trends reveals that interest in “pumpkin spice” peaks annually around the PSL release date in late August and continues through Thanksgiving. The flavor has even inspired an array of seasonal products, from Spam and deodorant to dog treats, with some products seeing price hikes of up to 161% due to the “pumpkin spice tax,” according to a 2022 survey.
Starbucks’ decision to roll out the PSL earlier than ever is a bold move designed to capitalize on this cultural phenomenon and boost sales. The new CEO, stepping into the spotlight amidst a decline in searches for “Starbucks near me,” will be hoping the PSL can draw customers back into stores.
Adding to the buzz, online trends like ‘#Augtober,’ ‘#Summerween,’ and ‘#CodeOrange’ have recently gained traction, reflecting a growing desire for out-of-season celebrations. Starbucks’ early PSL release aligns with these trends, potentially giving the brand a boost in a challenging market.
As Starbucks navigates these turbulent waters, the PSL’s early debut serves as a reminder of the power of seasonal marketing—and the company’s ability to adapt and innovate, even in uncertain times.
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Brian Niccol is the big winner here.
Starbucks tastes better than Dunkin’ but the service at the counter for both companies is bad. So slllloooowwww.