By: Katie Borders
National/World Editor
A beloved and seasonally curated collection of drinks, the Starbucks fall menu consists of a widely popular array of hot and cold drinks that hold a special place in many Starbucks lovers’ hearts. To the surprise and delight of many Starbucks drinkers, Starbucks launched the fall menu two days earlier this year on Aug. 22, rather than on the anticipated date Aug. 24. Customers ran to their nearest Starbucks to obtain their long-awaited Pumpkin Spice Lattes, Pumpkin Cream Cold Brew, or Iced Pumpkin Creamed Chai throughout the day, even though the fall season does not officially start until Sept. 22. Since its beginnings in 2003, the Pumpkin Spice Latte took coffee-lovers by storm, quickly becoming a Starbucks customer favorite.
However, in recent months, Starbucks sales have dropped sharply by three percent globally. Starbucks stock significantly dropped by 19 percent this year alone, as many consumers buy their coffee elsewhere and refuse to spend more than six dollars for a cup of coffee. Starbucks has already received grumbling from many customers about their high-priced coffee in past years. Part of that high price is due to a new minimum wage bill in California, effective as of April 2024, in which fast-food workers’ minimum wage increased to 20 dollars per hour. As a result, many food-chains, including Starbucks, increased their prices to accommodate the growing amount of wages they are obligated to pay their hardworking employees. Facing backlash from the public, customers argue that spending seven dollars on any latte is absurd, ordering their coffee from Dunkin’ or Peet’s coffee instead, which have more affordable options.
Continuing to pump out new exclusive seasonal drinks, like their summertime Summer Berry Refreshers, Starbucks is attempting to revive their sales and win their customers back. As the coffee company experiences backlash for their beverage price points and faces an alarming drop in sales, many consumers agree that Starbucks launched their extremely anticipated and popular fall menu earlier this year to account for their recent poor sales and to revive Starbucks sales.
On the fall menu launch date this year, Starbucks daily average sales surged 24.1 percent compared to previous Thursdays, as the public ran to order from the fall menu. The Starbucks fall menu and pumpkin spice rage among its consumers have always provided a boost in sales for this coffeehouse chain, The historically early release of the fall menu may just be another strategy to win public favor back with their delicious if admittedly pricey Pumpkin Spice Lattes.
(Sources: CNN, Nation’s Restaurant News)