They asked customers how likely they would be to purchase the beverage - and how unique they thought it was. “We saw an opportunity to do something for fall.”ĭukes, now a director on the market strategy team within store development at Starbucks, put together a list of possible fall beverages along with his team. “That really seemed to resonate with our customers,” said Peter Dukes, then the leader of the Starbucks Espresso product team that brought the PSL to life. In 2002, Starbucks launched a peppermint mocha during the holidays. Pumpkin spice is everywhere now, to the point where people roll their eyes when they see yet another pumpkin spice product, or mourn the arrival of pumpkin spice anything as marking the end of summer.īut when the beverage was first debuted in 2003, it was a novelty. Often, they pick items that make people feel a certain way - nostalgic, or excited for a new season - but that are too indulgent to buy more than once or twice a year. “When PSL comes back - it’s something that you’ve remembered over the years and it’s like, okay, something in my life is normal and predictable and comforting.”įor marketers, seasonal products are an important way to create buzz. “It’s something you can depend on,” Prather said. Starbucks' Iced Apple Crisp Oat Milk Shaken Espresso, new on the menu this year. Customers can also try a new Baked Apple Croissant. On the food menu, the Owl Cake Pop and Pumpkin Cream Cheese Muffin are coming back. New on the menu this year are the Iced Apple Crisp Oat Milk Shaken Espresso and Iced Pumpkin Cream Chai Tea Latte. In addition to the latte, known fondly as PSL, customers will be able to buy other seasonal beverages, including the Pumpkin Cream Cold Brew and Apple Crisp Oat Milk Macchiato. In fall 2022, it reported that the platform had grown 17% year-over-year. In 2020, Starbucks said the pumpkin drinks were the “catalyst” for a record-breaking quarterly performance in the three months ending September 27, 2020. The perennial Starbucks favorite has become a reliable hit, making it an autumn(ish) mainstay that has given the coffee chain a seasonal sales boost during this time of year, over the past two decades. Starbucks said Wednesday that the signature drink would return to the fall menu on Thursday, marking its 20th anniversary. The Pumpkin Spice Latte is coming back, again.
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