Starbucks reportedly saw unprecedented sales growth due to the popularity of the Pumpkin Spice Latte
Starbucks has announced the rollout of its fall menu, which includes a variety of pumpkin spice-flavored drinks at its higher-end Reserve locations. The menu, which was released last week, includes a Pumpkin Cream Cold Brew, Iced Pumpkin Cream Chai, and the classic Pumpkin Spice Latte.
In preparation for the launch, Starbucks implemented the "Green Apron Service" model in August. This model was designed to improve the speed of service and throughput at Starbucks' shops, and it involves investing more partner hours in the coffeehouses. The model also gives store managers a say in how to use those workers, known as the "Green Apron" service model.
The introduction of the fall menu, including the Pumpkin Spice Latte, drove record sales on Tuesday for Starbucks. This success continued throughout the week, resulting in a record-breaking week for the company. Starbucks' U.S. company-operated stores and Canadian stores also experienced incredibly strong sales during this period.
CEO Brian Niccol, who took office on September 9, 2024, announced the record results. Niccol has been working to reorganize the management team over the past year and has been focusing on in-store service. As a result, Starbucks has cut corporate staff and added labor in its shops.
The annual rollout of the fall menu is traditionally a significant boost for Starbucks' sales. However, this year's launch came four days earlier than it did a year ago, indicating a strong demand for the pumpkin spice-flavored drinks.
In addition to the traditional drinks, Starbucks' Reserve locations also offered a Pumpkin Spice Whiskey-Barrel-Aged Manhattan.
Starbucks' stock rose nearly 2% on Tuesday due to the announcement of the fall menu. The company has been struggling with weak sales for a year and a half, but the success of the fall menu launch suggests a positive outlook for the future.
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