Starbucks has made a decision to cancel the pumpkin spice Latte because it doesn’t want to “stunt the growth” of its other drinks. The company is looking instead to boost sales of its other drinks, specifically the cold beverage category.
Starbucks stated, “We want to focus on creating drinks that are truly unique and that our customers will love, and we believe that this approach will lead to greater sales and growth in the long term.”.
The decision to cancel the pumpkin spice Latte was likely made in order to focus on other drinks and not have a drink that is so closely tied to the holiday season. This is similar to what Coca-Cola did with their pumpkin Spice Latte in 2018.
Coca-Cola stated that they did not want to “stunt the growth” of their other drinks and wanted to give customers a variety of options during the holiday season.
Starbucks has taken a different approach with their decision to cancel the pumpkin spice Latte. They are hoping that by focusing on other drinks, they will be able to create a more lasting relationship with their customers.
This is a different strategy than Coca-Cola, who released a limited edition pumpkin spice Latte in 2018.
