Starbucks Brings Back Pumpkin Spice Latte Earlier Than Ever, Marking Autumn Menu Launch
Starbucks is bringing the popular Pumpkin Spice Latte (PSL) back to its U.S. menus earlier than ever, starting this Thursday. The fan-favourite fall beverage is returning two days ahead of last year’s schedule, signalling the arrival of the coffee giant’s full autumn lineup, which includes a variety of pumpkin- and apple-flavoured drinks and snacks.
The PSL, a seasonal staple since its debut, continues to be a major driver of sales for Starbucks, accounting for roughly 10% of the company’s overall revenue, according to a statement released on Wednesday. Celebrating its 20th anniversary last year, the PSL has become synonymous with the fall season, inspiring a wide range of pumpkin spice products across various industries and prompting rival chains to launch their own autumn-themed offerings even earlier.
Starbucks attributes the enduring popularity of the PSL to its comforting familiarity. “It’s something you can depend on,” said Thomas Prather, Starbucks’ vice president of marketing, in a previous interview. “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.”
The early return of the PSL comes at a crucial time for Starbucks, as the company faces challenges with declining sales and recent leadership changes. The chain recently announced that Brian Niccol, CEO of Chipotle, will take over as Starbucks’ new chairman and CEO next month, in hopes of steering the company back on track.
