SEATTLE – Temperatures might not be cooling, but fall is in the air at many foodservice establishments with the addition of pumpkin-flavored menu items, CNBC reports. Starbucks began selling its pumpkin spice latte the day after Labor Day, while Noah’s New York Bagels and Einstein Bros. Bagel also unveiled their pumpkin menus that included pumpkin bagel clusters and frozen pumpkin pie lattes. A few craft brewers didn’t wait until the calendar turned to September to start offering pumpkin craft beers.

These and other companies say it’s not a push to start fall earlier that has pumpkin popping up on menus earlier and earlier, but a growing desire from consumers for pumpkin-flavored food and drink items. “Customers look forward to fall, and part of the fall these years is pumpkin season,” said Glenn Lunde, chief concept officer for Einstein Noah Restaurant Group.

“This is a time all its own: Winter, spring, summer and pumpkin spice latte season,” added a spokeswoman for Starbucks. “It's a testament to the pumpkin frenzy.”

Limited-time offers of pumpkin-inspired creations at restaurants rose 234% between 2008 and 2012, according to Datassential Menu Trends. Menus with pumpkin items have risen 6% thus far this year, compared with 2012 at the same time. Part of the appeal is pumpkin’s scent. “It's a smell you don't forget,” said Aaron Allen, who consults for restaurants. Add to that a limited-time offering, and the gourd’s appeal soars. “It's a promotional strategy tapping into the human psyche on avoiding scarcity,” he said.

Sales of pumpkin-inspired products are expected to rise as the weather cools, but some businesses are hedging their bets with cold-drink creations featuring pumpkin. Both Dunkin’ Donuts and Einstein Noah debuted frozen pumpkin beverages this year, while Starbucks’ pumpkin spice latte can be iced or ordered as a Frappuccino.