Starbucks is bringing back its Pumpkin Spice Latte (PSL) earlier than ever this year, launching the fall favorite beverage on US menus two days ahead of last year. The PSL marks the beginning of Starbucks’ full autumn menu, offering a range of pumpkin- and apple-flavored drinks and snacks. Notably, seasonal staples like the PSL account for approximately 10% of Starbucks’ overall sales, making them a crucial revenue boost for the coffee chain during the autumn season.
In 2021, Starbucks celebrated the 20th anniversary of the PSL, highlighting its enduring popularity and cultural impact. The drink has become a symbol of fall for many, evoking both adoration and playful ridicule. It has also paved the way for a multitude of pumpkin spice products on the market, from cat litter to yogurt to beer, and has spurred competition among rival chains to introduce their own pumpkin-themed offerings earlier each year. Starbucks attributes the PSL’s success to its familiarity and reliability, serving as a comforting and anticipated reminder of the season each year.
As Starbucks faces declining sales and recent leadership changes, the return of the PSL could provide a much-needed boost for the company. Starbucks has announced the appointment of Chipotle CEO Brian Niccol as its new chairman and CEO, signaling a shift in strategy to address its challenges. The PSL’s loyal fan base and seasonal demand offer Starbucks a reliable source of revenue during a time of transition, helping to stabilize its financial performance and maintain consumer engagement.
Overall, the PSL’s early return and the launch of Starbucks’ autumn menu symbolize the beginning of fall for many coffee enthusiasts and fans of seasonal flavors. The PSL’s enduring popularity and cultural significance showcase its importance as a mainstay in Starbucks’ lineup, contributing significantly to the chain’s overall sales figures. As Starbucks navigates a changing market and competitive landscape, the PSL serves as a beacon of stability and tradition, offering customers a familiar and comforting experience amidst uncertainty and change. With the PSL’s return, Starbucks looks to build on its success and maintain its position as a leader in the coffee industry.
