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.
Starbucks' Fall Menu Debuts Early
Starbucks' fall menu will debut on Thursday, Aug. 22, two days earlier than it debuted last year, which marked the drink's 20th season.
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.
The Debate Over 'Summerween'
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.
Pumpkin Spice Latte Returns With A Twist
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.
The pumpkin spice latte, which Starbucks debuted in 2003, remains its most popular seasonal beverage, Starbucks said in announcing its 2024 return. It is made with real pumpkin, espresso, steamed milk, cinnamon, nutmeg and clove. The best-selling beverage comes in a few varieties: Hot, iced or blended.
Other Fall Menu Items
Starbucks' fall menu will also include:
- Pumpkin Cream Cheese Muffin: This classic treat is back for another season. This muffin is made with real pumpkin and topped with a sweet cream cheese icing.
- Pumpkin Spice Cookie Straw: Starbucks' iconic cookie straw is back! The cookie straw is made with real pumpkin spice and can be used to enjoy any of your favorite fall beverages.
- Iced Apple Crisp Oatmilk Macchiato: This new beverage is made with oat milk, apple crisp syrup, espresso, and topped with a layer of cinnamon dolce topping.
- Pumpkin Cream Cold Brew: This beverage is made with Starbucks' cold brew, pumpkin cream, and a sprinkle of pumpkin spice topping.
- Pumpkin Spice Frappuccino: This blended beverage is made with pumpkin spice syrup, milk, ice, and topped with whipped cream and a sprinkle of pumpkin spice.
Starbucks Reserve Fall Menu
In addition, Starbucks Reserve locations in Chicago, New York City and Seattle will debut their fall menu, which includes seasonal cocktails.
The Takeaway
Starbucks' early launch of its fall menu is a sign of the times. Retailers are increasingly looking to capitalize on the holiday season, which starts earlier and earlier each year. While some consumers may be put off by this trend, others are excited to get a head start on their holiday shopping. Only time will tell whether this strategy will be successful for Starbucks, but it's clear that the coffee giant is looking to recapture consumers' interest and boost sales.
