Starbucks Sets Fall Launch Date for Pumpkin Spice Latte as Turnaround Strategy Boosts Guidance
The coffee giant raises annual forecasts and expands seasonal offerings as CEO Brian Niccol's turnaround plan drives sales growth.
Starbucks Corp. will launch its flagship autumn menu on Aug. 25, bringing back the Pumpkin Spice Latte alongside a suite of high-protein food options and expanded seasonal beverages as Chief Executive Officer Brian Niccol’s turnaround strategy gains traction.
The seasonal rollout follows the Seattle-based coffee giant raising its full-year sales and profit targets for the second consecutive quarter. Starbucks now projects global same-store sales growth near 6%, up from a previous forecast of about 5%, with adjusted earnings per share expected between $2.55 and $2.65, raised from a prior range of $2.25 to $2.45.
“Starbucks has begun to experience market share stabilization in recent months, most notably with younger diners,” said Consumer Edge analyst Michael Gunther. “Consumers may be shifting dining dollars toward in-home eating but are leaving room in the budget for daily drink habits.”
The fall lineup introduces an array of new items, including an iced banana bread-flavored latte, a chai-and-cider blend named the Chaider, and a 20-gram Chicken Bacon Protein Pocket aimed at capturing demand for high-protein offerings. Returning beverages include the Pumpkin Cream Cold Brew, Iced Pumpkin Cream Chai, and Pumpkin Spice Frappuccino, accompanied by new variations such as the Iced Pumpkin Cream Shaken Espresso and Iced Pumpkin Cream Matcha.
The product push comes as Niccol advances his “Back to Starbucks” plan, aimed at simplifying operations, shortening customer wait times, and reversing traffic declines. The chain has recorded four consecutive quarters of comparable sales growth under the initiative, though heavier spending on store staffing and operational overhauls has squeezed profit margins.
To offset margin pressure, Starbucks has instituted targeted cost reductions, including cutting 300 U.S. corporate jobs, consolidating regional support offices, and expanding operational facilities in Tennessee while reducing its corporate footprint in Seattle.
“We have more work to do,” Niccol said in a statement following the company’s third-quarter earnings report, while Chief Financial Officer Cathy Smith emphasized that management remains focused on controllable operational metrics amid a “dynamic operating environment.”
