Starbucks launches members-only Facebook group to promote its fall beverages

The Leaf Rakers Society group fuels consumer excitement for the coffee chain’s pumpkin-spice offerings.

Starbucks has created a members-only Facebook page, the Leaf Rakers Society, to subtly promote its wildly popular seasonal Pumpkin Spice Latte.

Most of the posts from the 8,000-plus (and climbing) members of the group discuss fall fashion, autumnal foods and seasonal movies. Prospective members must answer whether they prefer “fall” or “autumn” to be approved to join the group.

Some posters, though, speculate about when Starbucks’ Pumpkin Spice Latte will return to stores. To one such query, the chain simply replied with a smirking, sunglass-wearing emoji.

Starbucks’ description of the page says, “This group serves as a forum where we constructively work together with Mother Nature to help Autumn arrive earlier in the calendar year. Maybe we get rid of August, or something?”

Starbucks announced the Facebook group on Twitter late last week, directing anyone with pumpkin-spice questions to the page.

In past years, the seasonal latte—one of the coffee giant’s biggest sellers—has gone on sale around Sept. 1. Starbucks representatives did not provide Restaurant Business with additional details on this year’s plans.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content


Reaction to Wendy's dynamic pricing test reveals its risks

The Bottom Line: The burger chain mentioned last week that it would test the pricing strategy sometime next year. Consumers frustrated with prices reacted swiftly.


Why the Burgerim settlement exposes flaws in franchise oversight

The Bottom Line: The federal government allowed the chain’s founder to avoid major penalties by simply paying $1,000. What’s the point of regulation in the first place?


Why the Smashed Jack sparked record-smashing demand at Jack in the Box

Behind the Menu: The chain’s newest menu addition aims to break the mold on what a fast-food burger can be, and customers are buying in.


More from our partners