Daily Insights

Ring In a New Season

By: Mackenzie Baker | Aug 25, 2020

Despite raging temperatures across the U.S., Starbucks is ringing in the fall season with the return of the fan-favorite Pumpkin Spice Latte. For customers that want to go a step further in embracing the season, Starbucks has set up a hotline dedicated to the sound of crunchy leaves and crackling fires. 

With the return of the Pumpkin Spice Latte and Salted Caramel Mocha, Starbucks rolled out a new fall favorite—the “Get Fall” hotline. Fans can call 1-800-GET-FALL and hear a variety of quintessential autumn melodies. Each sound is designed to be soothing and reflect treasured fall traditions, such as visiting a pumpkin patch or reading by a fire. When fans call the hotline, they can choose what they’d like to hear, including “going on a hayride” or the comical “flannel” option, which includes a voice saying the word flannel on repeat. Starbucks announced its new hotline on Twitter and Instagram as part of its social media promotions to build up anticipation for the return of its seasonal drinks. 

Though the Pumpkin Spice Latte is the face of Starbucks’ fall drinks, the restaurant brand is harvesting a bundle of new products this year beyond the beloved beverage. In-store, Starbucks is introducing a new “Pumpkin Cream Cold Brew” drink and a pumpkin scone. The coffee brand is also expanding its presence in grocery stores by releasing its new maple pecan flavored coffee, pumpkin spice flavored creamer, and salted caramel mocha flavored creamer. By broadening its offerings in restaurants and grocery stores, Starbucks can meet its fall-loving consumers anywhere. Promoting the new products alongside its hotline on social media also allows the brand to rustle up excitement with fans across the country and drive them to stores to purchase new and returning items, according to a Gartner report on the topic. 

It may still be summertime, but Starbucks is encouraging customers to start adding a little pumpkin spice to their life. With the launch of its seasonal menu, Starbucks could re-engage loyal customers and give them something to look forward to after the long, homebound summer season.