The news: Limited-time offers (LTOs) are one of the few levers that continue to drive cautious consumers to spend, which helps explain why Krispy Kreme, Dunkin’, and Starbucks are already promoting fall lineups, including pumpkin spice lattes, during the dog days of summer.

• Krispy Kreme will launch its autumn seasonal collection on August 11, featuring four seasonal doughnut flavors, including Maple Cheesecake and Pumpkin Spice Cake, along with Pumpkin Spice and Apple Crisp lattes.
• Dunkin’ began hyping its August 19 fall launch on August 2. While the lineup hasn’t been announced, it is rumored to include beverages such as a Pumpkin Cloud Dunkalatte, Nutty Pumpkin Protein Latte, and Harvest Spiced Chai, along with pumpkin doughnuts and muffins.
• Starbucks, which helped pioneer both the pumpkin spice latte and the trend of launching fall beverages earlier, will roll out its offerings on August 25. It will include an expanded selection of pumpkin spice drinks, pecan- and banana-flavored beverages, and a chai-cider hybrid called the “Chaider.”

Zooming in: At a time when restaurant discounts and promotions aren’t delivering the lift they once did, limited-time offers remain an effective way to give cautious consumers a reason to visit. Chains like Krispy Kreme and Dunkin’ are betting that the enduring popularity of pumpkin spice and other seasonal flavors will translate into incremental traffic and sales.

Meanwhile, Starbucks is repeating its strategy from last year by waiting until late August—still early for a fall-themed drink—and using the lead-up to build anticipation. The goal is to turn the return of the PSL into an event that encourages more frequent visits.

Implications for marketers: LTOs continue to be effective sales drivers, and few have the built-in appeal of seasonal favorites like pumpkin spice.

Brands have an opportunity to turn that initial product excitement into an ongoing relationship. Marketers can build anticipation to make a launch feel like an event, then use bundles, cross-selling, and loyalty offers to encourage customers who come in for a PSL or seasonal doughnut to explore the broader menu and keep coming back after the seasonal novelty fades.

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