It's still the height of summer, but Starbucks seems to want it to be fall already. Its 2024 fall menu, including its pumpkin spice latte, will debut earlier than ever this year.
This year's early pumpkin spice latte launch comes as some Americans appear to be losing their taste for the Starbucks brand, with the company suffering from a slowdown in store traffic and dip in sales. Starbucks earlier this month tapped former Chipotle CEO Brian Niccol to replace ousted Starbucks CEO Laxman Narasimhan, amid a growing list of challenges facing the coffee giant.
The early fall menu launch could be an effort to capture additional sales and get a head start on regaining consumers' interest in the brand.
On Wednesday, Starbucks said its fall lineup marks the "unofficial start of the season," despite fall not officially commencing for another full month, on Sept. 22.
The earlier rollout is also part of a polarizing trend among some retailers to roll out seasonal goods at ever-earlier dates as they seek to pocket consumers' dollars. For instance, stores that stock Halloween-themed goods during the summer months, some as early as June, has been dubbed "summerween" on social media platforms like TikTok.
While some consumers are put off by what they see as retailers' overeagerness to introduce holiday merchandise, others like getting a head start on their holiday shopping.
And Starbucks is hardly the only company to introduce fall merchandise over the summer. Halloween decor will hit Target store shelves in August, the discount retailer said, adding that spikes in searches for Halloween-themed goods start spiking as early as July.
What's New on Starbucks' Fall Menu?
The pumpkin spice latte will return to Starbucks locations along with other menu offerings, including a new iced apple crisp nondairy cream chai beverage, the coffee chain said.
Starbucks' fall menu will also include:
- Pumpkin Cream Cold Brew: The returning favorite features pumpkin cream cold brew topped with pumpkin spice cream.
- Iced Pumpkin Cream Chai: The pumpkin spice chai beverage also returns.
- Pumpkin Spice Cake Pop: The pumpkin spice cake pop returns with a seasonal twist.
- Pumpkin Spice Loaf: A pumpkin-flavored loaf with a buttery streusel topping returns for a limited time.
In addition, Starbucks Reserve locations in Chicago, New York City and Seattle will debut their fall menu, which includes seasonal cocktails.
Pumpkin Spice Is Everywhere: Other Retailers Join the Fall Frenzy
Starbucks is not the only brand bringing back the pumpkin spice this fall. Dunkin', Krispy Kreme and 7-Eleven have all announced their fall menus as well.
Dunkin' has historically dropped its fall offerings in August – and before Starbucks – so realistically it could come any day.
Earlier this month, Dunkin' announced an expansion of its ready-to-drink line of spiked iced coffees with a first-ever limited seasonal offering – a canned Pumpkin Spice Iced Latte. This beverage is already available in grocery and package stores across 27 states.
Some insiders have said the Dunkin’ fall menu will come on Aug. 28. However, the company has yet to officially announce its date.
Convenience chain 7-Eleven released its fall offerings on Aug. 1, according to a news release published on its website. In addition to pumpkin-spiced coffee drinks, five 7-Eleven stores had a limited-time "Pumpkin Spice Slurpee" drink, the company said.
The beverage "is unlike anything fall flavor fans have tasted before, with the flavor of pumpkin and cinnamon spice swirled together in the form of a refreshing, ice-cold Slurpee drink," its website said.
Krispy Kreme launched its fall menu on Aug. 12, revealing the return of its fan-favorite Pumpkin Spice Cake Doughnut and Pumpkin Spice Latte.
"It’s August and we’re all ready for pumpkin spice, somehow. So, we’re bringing back the classics you’re craving," Dave Skena, Krispy Kreme’s global chief brand officer, said in a statement. "Our fans want their Krispy Kreme Pumpkin Spice Cake Doughnut and Latte right now, and we’re here for it. Stay tuned though, we’re not done spicing up the season."
Pumpkin Spice: The Beloved, Yet Controversial Flavor of Fall
From pumpkin spice lattes to pumpkin-flavored doughnuts, it's clear the flavor is an autumn staple of the American diet. (Photo credit: Anheuser-Busch)
As millions of people across the U.S. get a taste of fall with cooler low temperatures this week, seasonal pumpkin spice drinks are also being released – including Starbucks.
The coffee giant announced a 2024 return date for its fall menu, as well as other big chains.
Here's everything we know about the upcoming fall menus:
It’s the earliest Starbucks has ever offered the product.
The seasonal icon Pumpkin Spice Latte is returning to Starbucks' fall menu for its 21st year. The Iced Pumpkin Cream Chai and fan-favorite Pumpkin Cream Cold Brew will also return to menus.
Starbucks' new Iced Apple Crisp Nondairy Cream Chai features warming spice flavors of chai combined with flavors of apple and the oatmilk, "reminiscent of the homemade apple pie," accodinvg to the company. Also joining the fall apple lineup are the Iced Apple Crisp Oatmilk Shaken Espresso and Apple Crisp Oatmilk Macchiato.
Starbucks will release its fall menu on August 22. (Credit: Starbucks)
Beginning on Aug. 22, Starbucks Reserve locations in Chicago, New York and Seattle will also debut a fall menu with three new pumpkin spice beverages: the new Pumpkin Spice Affogato, Pumpkin Spice Chai Martini and the Pumpkin Spice Martini Flight.
More Than Just a Drink: The Cultural Phenomenon of Pumpkin Spice
The popularity of pumpkin spice is undeniable. It’s not just a flavor; it’s a cultural phenomenon. But it’s also a flavor that has been met with controversy. Some people believe the flavor is too ubiquitous, appearing in everything from lattes to cereal to candles. Others argue that it’s simply a reminder that the holidays are just around the corner.
Regardless of your opinion, it’s clear that pumpkin spice is here to stay. So, whether you love it or hate it, get ready for a season filled with the flavor of fall.
