Famously associated with the feeling of fall, pumpkin spice entered the coffee scene in the late 90s. 1 Starbucks made it popular in 2003 when they introduced the Pumpkin Spice Latte (PSL) to all U.S. stores. 2 Now, 20 years later, the PSL remains one of Starbucks’ top-selling seasonal drinks, expected to generate over $500 million in sales this fall. 3 But what keeps the PSL so beloved after two decades?

Nostalgia and Seasonal Tradition

Over the past 20 years, the Pumpkin Spice Latte has become more than just a beverage—it’s a fall tradition. For many, getting a PSL is as essential to autumn as wearing costumes for Halloween. The drink taps into the comfort and traditions tied to the fall season, evoking memories of cozy autumn days, holidays, and gatherings. This emotional connection makes the PSL an integral part of the fall experience for countless people.

Scarcity and Exclusivity

The PSL’s limited availability further enhances its appeal. Since it’s only offered in fall, the drink feels special and exclusive. Knowing that it will only be around for a few months creates a sense of urgency, pushing customers to enjoy it before it disappears. This scarcity marketing strategy consistently drives demand and keeps the PSL popular year after year.

Neurology

You might ask, “What does a Starbucks drink have to do with neurology?” Surprisingly, the Pumpkin Spice Latte’s popularity is closely tied to how our brains work. According to Sarah Cormiea, a postdoctoral researcher at the University of Pennsylvania, the parts of the brain that process odors are closely linked to the regions involved in emotions and memory processing. 4 This connection helps explain why the smell of pumpkin spice often brings back positive memories of past falls. Drinking a PSL triggers those warm feelings, making the experience even more enjoyable.

Taste

Beyond emotional and psychological reasons, the PSL is simply delicious. Its flavor, a mix of warm spices like cinnamon, nutmeg, and clove, hits the sweet spot for many coffee drinkers.

Starbucks reintroduced the Pumpkin Spice Latte to their menu last month. Have you had your cup yet?

Goliath Consulting Group is a restaurant consultancy group based in Atlanta, Georgia. To learn more about our services including menu development, business strategy, marketing, and restaurant operations, contact us at http://www.goliathconsulting.com or email us at getresults@goliathconsulting.com Offices: 309 Sycamore Street, Decatur, GA 30030

1. https://www.oneworldroasters.com/pumpkin-spice-latte-history.html#/ ↩︎
2. https://archive.starbucks.com/record/pumpkin-spice-latte# ↩︎
3. https://www.marketwatch.com/story/starbucks-pumpkin-spice-latte-could-be-a-500-million-seller-but-is-that-good-enough-04cfccc8 ↩︎
4. https://www.allrecipes.com/article/how-did-pumpkin-spice-become-so-popular/#:~:text=Because%20our%20perception%20of%20taste,odors%20and%20their%20associated%20memories. ↩︎