How Successful Has Pumpkin Coffee Been?

Research from Placer.ai found that Utah saw 40% more daily foot traffic in Starbucks on Pumpkin Spice Latte release day.

September 11, 2025

The annual return of the Pumpkin Spice Latte (PSL) at Starbucks last month drove a significant surge in foot traffic for Starbucks once again, reported research firm Placer.ai.

Visits to Starbucks surged in all 48 continental U.S. states on the day of Starbucks' fall menu launch. Traffic on this year’s PSL launch day was nearly identical to 2024 levels—highlighting what Placer.ai said is the “remarkable consistency of the seasonal offering that has now become a cultural staple.”

However, certain regions saw higher turnouts than others. The research found that the Mountain region has the highest PSL traffic—Utah led with a traffic surge of over 40% above its daily average, with neighboring states like Colorado, Idaho and Nevada also showing exceptional foot traffic gains on August 25. The Midwest and Appalachia, including West Virginia and Kentucky, followed with double-digit increases in foot traffic on the day of the launch.

On the other hand, increases were more muted in the Northeast and Southeast, with single-digit visit growth in Louisiana, Mississippi, Georgia, New York, Vermont and New Hampshire.

“The fall menu launch generated a substantially larger visit boost at Starbucks than at Dunkin’ or Dutch Bros., cementing Starbucks’ status as the industry leader in limited-time offers (LTOs),” Placer.ai wrote.

C-stores have also been joining the pumpkin craze in recent years. 7-Eleven recently rolled out its pumpkin offerings. The new drink options are:

  • 7-Select Pumpkin Spice Iced Cappuccino: A ready-to-sip bottled cappuccino with pumpkin spice.
  • Pumpkin Apple Crisp Cold Brew and Latte: Available in both cold brew and as a latte, this blend “brings together pumpkin, crisp apple and warm cinnamon with hints of nutmeg and clove, topped off with a buttery oat crumble flavor and a hint of vanilla.”

Over at QuickChek, the retailer kicked off pumpkin spice season with the return of its Pumpkin Spice Coffee on August 11. QuickChek said its full pumpkin-inspired menu became available at participating QuickChek locations on August 25.

Rutter’s launched its pumpkin lineup in the first week of September, including a Maple Pumpkin Coffee and the limited-time Pumpkin Pie Milkshake, crafted with Rutter’s Dairy’s exclusive Pumpkin Pie Milk.