#pumpkinspiceseason

by David Klemt David Klemt No Comments

Pumpkin Spice Everything is Already Here

Pumpkin Spice Everything is Already Here

by David Klemt

Black and white image of jack-o'-lantern with smoke coming of its eyes

In what perhaps is an attempt to encourage people to think of cooler autumnal temperatures, pumpkin spice is descending upon us earlier than ever before.

Operators who are finalizing their pumpkin spice menu items are basically already late to the party.

Luckily, it isn’t like the brands for which fall’s most infamous LTO flavor works are too far behind. A significant percentage of consumers are drawn to pumpkin spice menu items like trick or treaters to homes handing out full-size candy bars.

So, operators still have time to put the final touches on pumpkin spice menu items…but they’ll want to get a move on.

That’s exactly what restaurant chains did this year. Their pumpkin spice-flavored onslaught began with the start of this month.

Pumpkin Spice, Now a Summer Flavor?

Spirit Halloween stores. Christmas music. And now, it appears, Pumpkin Spice.

What do these three things have in common? Well, it seems like they’re making their debuts earlier and earlier each year.

When we think of summer and seasonality, I don’t think pumpkin or even baking spices enters into most people’s minds.

Unless, however, those people are in marketing and branding.

According to Restaurant Business, Krispy Kreme went all in on pumpkin spice on August 7. On that day, the chain unveiled four donuts and a number of beverages featuring pumpkin flavors.

Interestingly, the company’s global chief brand officer, Dave Skena, states that their pumpkin spice releases came one day earlier this year. Last year, they say, pumpkin spice arrived “significantly earlier than the year before.”

7-11 may have crossed the pumpkin spice dateline first this year. Dunkin’ is already offering pumpkin spice F&B items. And Starbucks, famous for their PSL LTO, is rumored to be launching their specialty menu this Thursday.

Given these August releases, can we expect a brand to attempt to get the jump on everyone else and launch pumpkin spice LTOs in July?

Consumer Cravings

Brands wouldn’t gamble on releasing their pumpkin spice LTOs in August if they didn’t think their decision would pay off.

Considering what Krispy Kreme’s Skena says about pumpkin spice’s August arrival, consumers have already spoken. Apparently, a significant percentage of people have an interest in fall flavors midway through summer.

Of course, there are a few considerations for independent operators in terms of seasonal releases. Rolling out new menus and menu items can be a costly endeavor. Pulling the plug on one revenue-generating seasonal menu or LTO in favor of significantly different items may be harmful to the bottom line.

One approach operators could take is to plan far enough ahead to pull the trigger on LTOs when 7-11, Dunkin’, or Starbucks launch theirs. In other words, be ready, but don’t jump the gun.

This also speaks to the importance of operators knowing their core guests and listening to feedback. Are front-of-house staff hearing murmurs from guests that they’re craving new flavors? Perhaps it could be lucrative to leverage that anticipation.

Image: Colton Sturgeon on Unsplash

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by David Klemt David Klemt No Comments

Pumpkin Spice Season Descends Upon Us

Pumpkin Spice Season Descends Upon Us

by David Klemt

Jack o' lantern and smoke

Once again, the unstoppable march of the spooky season is upon us, bringing with it a frightening assortment of pumpkin spice items and expectations.

In the blink of an eye, hordes will descend on your restaurant or bar. “Pumpkin spiiiiiice,” they’ll croak.

Okay, so that’s overly dramatic. For the most part, pumpkin spice season is anything but scary. And really, very few people will transform into singularly focused pumpkin spice zombies.

However, fall is nearly here. So, you do need to finalize your fall/autumn menu. Beginning in September, that really does mean considering offering at least one pumpkin spice LTO item.

Interestingly, though, pumpkin spice may not deserve its perception as the flavor of fall. According to Datassential, there are ten flavors that index high enough to give pumpkin spice a challenge for the fall throne.

What are they? Well, it just so happens that Datassential has those answers, along with a bit of useful advice.

Lord of the LTO

Recently, Datassential released “Food Industry Trend Report: 2022 Pumpkin Spice Season.” As the research firm points out, pumpkin spice seems to be encroaching on summer more each year.

How far away are we, I wonder, from pumpkin spice claiming summer for itself? Will we be subjected to pumpkin spice dry rubs at summer barbecues? Is some intrepid operator going to create a pumpkin spice lemonade?

Those terrifying questons aside, pumpkin spice season coming earlier means more opportunities to benefit from LTOs. Just as it seems that pumpkin spice is descending upon us earlier and earlier, it also seems to dominate the LTO space.

In fact, per Datassential research, major chains executed 174 pumpkin spice LTOs. Now, that’s still with a five-percent drop in menuing for pumpkin space over the past 12 months. Further, that number doesn’t include small, regional chains and independents who also launched pumpkin spice LTOs.

Of course, there are also other fall flavors that deserve a place on operators’ menus. And they’re perfectly cromulent as LTO drivers.

Fall Flavor Favorites

To inspire operators to create LTOs that entice consumers this fall, Datassential has identitied ten flavors on which to focus. Helpfully, they separate them into two main categories.

Top five sweet fall flavors:

  • Vietnamese cinnamon
  • Spicy ginger
  • Allspice
  • Eggnog
  • Pumpkin pie

Top five savory flavors:

  • Coconut milk
  • “Oktoberfest”
  • Mustard cream
  • Turkey gravy
  • Cranberry sauce

Personally, I can see operators and their teams needing to get creative to leverage mustard cream and turkey gravy. Interestingly, Datassential suggests a few flavors not on either list above.

According to their report, Datassential expects apple and blood orange to be popular for LTOs this year. According to the firm, apple was popular last year. When it comes to blood orange, Datassential says 38 percent of consumers like or love the flavor.

Whichever flavors you choose, Datassential has the following advice, which we co-sign: Ensure your LTOs are fresh; make sure they’re easy and quick to make; and don’t discount them. In fact, you should create premium LTOs that come with a premium price.

Image: Colton Sturgeon on Unsplash

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