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.

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