“The Pumpkin Spice Latte Returns to Starbucks: A Symbol of Autumn and Sales Boost”

Starbucks has announced that its iconic Pumpkin Spice Latte (PSL) will be making an early comeback this year, hitting US menus two days earlier than in 2023. The return of the PSL also marks the launch of Starbucks’ full autumn menu, featuring pumpkin- and apple-flavored drinks and snacks. This move is aimed at boosting the coffee chain’s sales during the fall season, as seasonal staples account for approximately 10% of Starbucks’ overall sales.

Last year, Starbucks celebrated the PSL’s 20th anniversary, highlighting the drink’s enduring popularity. Since its launch, the PSL has become synonymous with the arrival of autumn, both adored and mocked by consumers. Moreover, it has sparked a trend of pumpkin spice products, ranging from cat litter to yogurt to beer. In fact, the success of the PSL has even prompted rival chains to introduce their own pumpkin-flavored offerings in an effort to capture a share of the seasonal market.

What sets the PSL apart from other limited-time offerings is its familiarity. Thomas Prather, vice president of marketing at Starbucks, explains that the PSL evokes a sense of comfort and dependability for consumers. As he puts it, “When PSL comes back – it’s something that you’ve remembered over the years and it’s like, OK, something in my life is normal and predictable and comforting.” This emotional connection to the drink has undoubtedly contributed to its lasting appeal.

The early return of the PSL could also provide a much-needed boost for Starbucks, which has been facing declining sales and a recent change in leadership. The company has named Chipotle CEO Brian Niccol as its new chairman and CEO, hoping that his expertise in corporate turnarounds will help revitalize the brand. By capitalizing on the PSL’s popularity and leveraging it to drive sales, Starbucks aims to regain its footing in the competitive coffee market.

In conclusion, the early comeback of Starbucks’ Pumpkin Spice Latte not only signals the arrival of autumn but also serves as a reliable source of sales for the coffee chain. The PSL’s enduring popularity can be attributed to its familiarity and the emotional connection it creates with consumers. As Starbucks navigates a challenging business landscape, the PSL’s return provides an opportunity to boost sales and recapture customer loyalty. With the launch of their autumn menu, Starbucks seeks to reignite excitement among consumers and position itself as a leader in seasonal offerings.