What location data can tell us about the state of Starbucks’ pumpkin spice latte

Marketing Land News

Location intelligence can test for viability or the continuing appeal of products.

Even though Autumn doesn’t officially start until September 23, Labor Day marks the effective start of the season for most people. School is back in session, the weather starts to turn (a bit) and the much-loved but equally derided pumpkin spice latte (PSL) makes its return.

Been around now for 15 years. The flavored coffee drink was initially introduced by Starbucks in 2003 and has now been in the market for 15 years. It has almost single-handedly inspired an entire sub-genre of seasonal foods.

During its early years, the novelty of the coffee drink brought in new customers regularly. And while it has become seasonal staple of many people’s caffeinated beverage routines, its impact on Starbucks sales and store visitation appears to waning.

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