Pumpkin is back at Dunkin'!
The coffee and donut giant officially revealed its new fall menu as top brands leverage the upcoming season to drive customer traffic.
Beginning August 17, the fall bakery line-up will include the return of Dunkin’s glazed Pumpkin Cake Donut, Pumpkin Munchkin Donut Holes, and a Pumpkin Muffin.
Dunkin’s Pumpkin Cream Cold Brew, Pumpkin Spice Latte, along with its Maple Sugar Bacon Breakfast Sandwich and Maple Sugar Snackin' Bacon will also be returning to menus, along with two new additions: the Blood Orange Refresher and the Nutty Pumpkin Coffee Creation.
"We see Dunkin' fans' anticipation of fall grow more and more each year," Jill Nelson, VP of marketing and culinary at Dunkin,' said in a press release. She added that customers can enjoy a discounted $3 medium Pumpkin Cream Cold Brew or Pumpkin Spice Latte beginning August 17 through September 13.
Last year, Dunkin' saw visits increase during the week of its Pumpkin Spice drink debut on August 16, climbing 8.4% compared to the same week in 2019, according to analytics platform Placer.ai.
That momentum continued into the following week — with Dunkin' foot traffic up 3% on the day of Starbucks' Pumpkin Spice Latte release on August 24.
Foot traffic patterns are largely expected to come in even higher this year as COVID-19 fears ease.
Brands lean into pumpkin spice for fall
Dunkin's autumnal lineup follows a slew of other brands leveraging pumpkin this fall season.
Although Starbucks (SBUX) has yet to announce its official fall menu, the chain's famous Pumpkin Spice Latte — better known as a the "PSL" — is widely expected to return to stores later this month. For Starbucks, the PSL has consistently been a strong driver for growth following its 2003 debut, with more than 500 million orders sold to date.
Convenience chain 7-Eleven already rolled out its own iteration of the Pumpkin Spice Latte, noting how the signature drink has become a "cultural phenomenon loved by coffee drinkers everywhere."
General Mills (GIS) announced the return of its Pumpkin Spice Cheerios, in addition to its Pillsbury Pumpkin Grands and Pillsbury Salted Caramel Apple and Pumpkin Cheesecake Cookies.
Last week, Oreo (MDLZ) announced that its pumpkin spice sandwich cookie would return nationwide for a limited time beginning August 15 — the first time in five years — while Dairy Queen's (BRK-B) fan-favorite Pumpkin Pie Blizzard will re-join menus on August 29.
Alcohol brands are hopping on the trend, as well.
Samuel Adams (SAM) recently unveiled the return of its pumpkin ale dubbed the Jack-O, in addition to its popular Sweater Weather Variety pack which includes the Jack-O, OctoberFest, Boston Lager and Festbier varieties.
Alexandra is a Senior Entertainment and Food Reporter at Yahoo Finance. Follow her on Twitter @alliecanal8193 and email her at firstname.lastname@example.org