Sept. 22--When it comes to pumpkin lattes, the vast majority of consumers are satisfied with just one per season, according to a new study by the market research firm NPD Group.
But there's plenty of upside for businesses providing such drinks, according to the study, which tracked receipts from more than 35,000 diners. Those pumpkin lattes bring in new customers and spur additional purchases from new and regular customers, the study found.
And if it seems like the pumpkin lattes arrive earlier each year and are generally more ubiquitous, that's not just your imagination, said Warren Solochek, president of the NPD Group's food services division.
"We do see more chains trying to drive visits with these special limited-time offers," Solochek said. "It gives chains a chance to talk about themselves. It gives them exposure."
And the pumpkin lattes help sales too.
During fall and winter of last year, the average check for pumpkin latte buyers was $7.81, compared with $6.67 for those who didn't indulge, according to the NPD Group news release.
About 72 percent of consumers bought a pumpkin latte just once, the study found. About 20 percent got it twice, and about 8 percent made three or more purchases during the offer period.
The white mocha, another seasonal drink, yielded even more upside for businesses, as the average check of those who bought it was $8.37, compared with $6.84 for non-white mocha buyers.
But for now, it's the pumpkin-flavored coffee drinks that most consumers will find being advertised at their nearby coffee shop. Dunkin' Donuts, Starbucks and Peet's Coffee Tea all offer their own variations. McDonald's does too, though it scaled back its offerings this year to fewer than half of U.S. locations.
Solochek noted that some chains are pushing the envelope with how long they offer such drinks.
"If it's there for six or seven months, it's not really a limited-time offer," he said.
Solochek said the study focused on beverages and did not include seasonal food offerings like the McRib sandwich at McDonald's. But that study is now possible given the NPD Group's new database, he said, which will allow for further research into the benefit of limited-time only menu items.
Despite the McRib's avid fan base, Solochek suspected the majority of consumers who try the sandwich don't buy it multiple times within a given cycle because the window of opportunity is relatively small.
But it's still a positive for the Golden Arches, he said.
"One thing the McRib does is generate a ton of positive press for McDonald's," Solochek said. "It's one of those promotions that McDonald's does really well."
gtrotter@tribpub.com
