Starbucks announced the return of the Pumpkin Spice Latte on August 26 in the U.S. and Canada. The beverage, initially launched in 2003, has become the company’s most popular seasonal drink with hundreds of millions sold. Its popularity has prompted imitations from competitors, with Dunkin' set to introduce its pumpkin-flavored drinks on August 20. The seasonal drink contributed to Starbucks' $36.2 billion in net revenue in fiscal year 2024 and significantly drove foot traffic to stores, showcasing its cultural significance and enduring appeal.
Starbucks is set to bring back its most popular seasonal beverage, the Pumpkin Spice Latte, on August 26 in the U.S. and Canada after record sales since its 2003 launch.
The Pumpkin Spice Latte debuted in 2003 at just 100 stores, growing to 79 markets sold in 2024, contributing significantly to Starbucks' $36.2 billion net revenue for 2024.
The popularity of pumpkin spice has surged, with a reported 33.8% increase in mentions on U.S. menus from fall 2014 to fall 2024, showing its cultural impact.
Foot traffic at U.S. Starbucks increased by 24% on August 22, 2023, coinciding with the Pumpkin Spice Latte's release, underlining its effect on customer behavior.
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