Convenience chain 7-Eleven is “manifesting cooler days” by releasing its Pumpkin Spice Latte nearly two months before the first day of fall on Sept. 23.
“Pumpkin Spice Lattes are back,” the company announced on its website on Aug. 1.
“Too soon? Too late. We’re taking the lead in manifesting cooler days. Sorry ‘bout it,” added the Texas-based franchise, which boasts more than 13,000 locations across the US and Canada.
Now through Oct. 31, 7-Eleven customers can order a Pumpkin Spice Latte — a creamy coffee drink made with cinnamon, nutmeg and clove spices, not actual pumpkin — as well as pumpkin-flavored coffees and syrups, according to a press release.
“We know our customers wait all year long for their favorite fall flavors…so we decided to break out the pumpkin a little bit early this year,” 7-Eleven’s SVP of merchandising Dennis Phelps said in the statement.
The unseasonably early move gave 7-Eleven a head start on Starbucks, which began the Pumpkin Spice Latte craze in 2003 with its seasonal take on the spiced beverage — now also referred to as “PSL.”
Last year, the Seattle-based java giant saw a 12% uptick in sales in the week following PSL’s 2022 debut on Aug. 30, according to transaction data analytics firm Bloomberg Second Measure.
It was the highest-performing post-PSL launch week the brand had seen, Second Measure reported.
US consumers spend at least $500 million on each year on the pumpkin-flavored craze.
This year, America’s largest coffeehouse chain has already confirmed that it’s giving people the pumpkin-spiced sips on Aug. 24.
Starbucks’ fall menu usually launches on the last Tuesday in August, and a supposed leak of the upcoming menu revealed that it’s adding a whole lot of other pumpkin-flavored food and beverage to the menu alongside its famed PSL.
The purported menu revealed by food blogger @markie_devo on Instagram, showed fan-favorite classics like Pumpkin Cream Cold Brew, as well as the Pumpkin Spice Latte and Apple Crisp Oatmilk Macchiato.
But it seems like the coffee chain may have whipped up some other options for the spooky season as well, reportedly adding an Iced Pumpkin Cream Chai Tea Latte and an Iced Apple Crisp Oatmilk Shaken Espresso, per the Instagram post.
In terms of food, it appears that they will be bringing back the Pumpkin Cream Cheese Muffin, as well as the Owl Cake Pop, and are adding a Baked Apple Croissant — but only to stores that are able to warm them up before serving.
Coffee shop rival Dunkin’ will also get a head start on the upcoming season, with plans to release its own lineup of pumpkin treats on Aug. 16.
Caffeine aficionados who prefer Dunkin’s brews can expect the return of the Pumpkin Spice Latte and pumpkin-flavored donuts, donut holes and muffin.
To get customers in the fall spirit, Dunkin’ will also be offering a Maple Sugar Bacon Breakfast Sandwich and Snackin’ Bacon.
Dunkin’ is set to launch a separate Halloween menu that’ll be available Oct. 11 to 31.
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