August is here and you know what that means… Pumpkin spice season.
Not what you expected?
It’s only August, but believe it or not, the popular seasonal flavor is right around the corner with many popular restaurant chains expected to release their PSL and fall menus toward the end of this month. Last year, Starbucks, Tim Hortons and Dunkin all dropped their fall menus in the middle or end of August and are expected to do the same this year.
Love it or hate it, the pumpkin spice latte is here to stay and has quickly become one of the most popular seasonal offerings. From muffins to breakfast cereal, it’s hard to go anywhere without being bombarded with pumpkin spice.
The pumpkin spice market is forecast to be worth $2.4 billion by 2031, according to Coherant Market Insights.
Food manufacturers everywhere are jumping on the bandwagon and trying to find innovative ways to offer the popular flavor. Chobani and La Colombe recently released their 2024 pumpkin spice collection, including two new products – Chobani Pumpkin Spice Greek Yogurt Drink and Chobani Pumpkin Spice Barista Oatmilk.
“Pumpkin spice has gone from a seasonal trend to a highly anticipated staple,” said Niel Sandfort, Chobani’s chief innovation officer, in a press release.
There are many limited time offerings available throughout the year, from Shamrock Shakes to Gingerbread Lattes, but there’s just something about pumpkin spice that makes it stand out. Let’s examine closer. …
It’s PSL Season Earlier Than Ever
According to Kevin Bryla, chief marketing officer and head of customer experience at SpotOn, there are a few factors at play. First, there’s a sense of urgency, since pumpkin spice season is limited. The timing of the year also helps, as people tire of the heat toward the end of summer and get excited about ushering in a new season.
“From an operator’s perspective, restaurants typically see a softening near the end of summer, so starting a limited-time holiday offering a bit early makes good sense,” Bryla told The Food Institute. “It also doesn’t hurt that pumpkin is incredibly versatile and can appeal to food and beverages, both sweet and savory.”
Pumpkin has undeniable staying power, according to Bryla. The popular flavor starts to sneak in in July and sticks around through November.
“Pumpkin season goes beyond menu items and plays to the emotions and memories it evokes for consumers – feelings of cozy sweater weather and comforting flavors,” Bryla said.
Angela Latimer, founder of Bake it With Love, feels the combination of warm baking spices help take any dessert or baked goods to the next level. She said that the flavor combination helps make this one of her best recipes.
“The combination is more than just nostalgic, it combines the most complementary baking spices – cinnamon, nutmeg, and allspice are very common in almost all pumpkin spice recipes. This trio hits all the notes needed for a great, classic pumpkin pie,” Latimer said.
How the Food Industry Can Take Advantage
Data from SpotOn’s Restaurant platform points to the industry moving toward the most expansive pumpkin season yet.
“We’re seeing all types of establishments adding pumpkin to their menus, including cafes, diners, pubs, bakeries, bars, and even restaurants catering to specific dietary preferences,” Bryla said. “We’re also seeing an even more creative set of pumpkin offerings this year.”
This includes an uptick in pumpkin breakfast options, including cinnamon rolls, French toast, and smoothie bowls. Bryla anticipates a wider range of dessert options beyond pies, with early sightings of soufflés, bread puddings, and crème brûlée.
“Pumpkin has entered the more complex, savory sphere with appearances in erissery, curry, soup, pasta, and even a vinaigrette,” Bryla said.
“I wouldn’t be surprised if we see some value-focused offerings, including bundles and happy hour specials.”
Bryla said for operators still considering pumpkin season it’s essential to start by thoroughly understanding your concept and your guests’ preferences. Align your seasonal offerings to your guest’s tastes and your business needs.
“Once you have the offerings, use them to reconnect with your guests,” he said. “Communication is crucial to seasonal offerings, providing restaurants an opportunity to re-engage with consumers through marketing. By highlighting the unique flavors and limited-time availability, you create a sense of urgency and anticipation that drives more traffic and, more importantly, more sales.”
The Food Institute Podcast
In this episode of The Food Institute Podcast, IFDA President and CEO Mark S. Allen discussed the pressing challenges and innovative solutions in the foodservice distribution industry. Allen delved into topics such as labor shortages, transportation issues, technology advancements, and the importance of industry events like IFDA’s Solutions Conference.
