Marketing

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

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.

Multimedia

Exclusive Content

Financing

Companies shift to cost-cutting mode amid post-pandemic challenges

The Bottom Line: Recent moves by Krispy Kreme and Jack in the Box highlight the profit challenges some restaurant chains are having and suggest boards and investors are losing patience.

Beverage

Hilton's new 'apertivo hour' offers an Italian-style rooftop bar experience that spans the seasons

Behind the Menu: The hotel’s food and beverage team transformed the former summertime bar atop the Conrad New York Downtown into Leonessa, turning the space into a three-season destination with a cocktail list filled with spritzes, bitters, martinis and spirit-free drinks.

Operations

Traditional taco concepts crumble, while unconventional Mexican fast casuals find the secret sauce

Burrito-and-bowl chains Chipotle and Qdoba have long led the fast-casual category. Here are the rising taco-focused brands that saw growth last year.

Trending

More from our partners