• by Teresa Buyikian , August 13, 2024

It may still be summer and 115 degrees in Phoenix, but the pumpkin powers have somehow decided it is already pumpkin spice season for QSR menus across the country.

It’s no secret I don’t have a lot of love for the ubiquitous flavor of fall (and now half of summer).  A few of us still believe the flavor of pumpkin pie belongs strictly IN its pie-based origins, which don’t typically appear in stores or on menus until November. (I also recently discovered from a colleague that most pumpkin pie isn’t even made with actual pumpkin, but that’s an unfortunate story for another time.)

Yes, I know I’m in the minority. Per data from Nielsen, consumers spend over $500 million on pumpkin spice-flavored food per year, which only grows year over year. But is extending the availability period of pumpkin spice-flavored items going to result in more sales or public burnout?

“Customers can really only sustain pumpkin-flavored items, or any sort of seasonal flavored items, for so long,” said Jadrian Wooten, an economics professor at Virginia Tech, in an article for Scripps News. “In economics terms we consider that diminishing marginal returns. That's why we don't have it all year long; we’d get tired of it.”

That remains to be seen for 2024. In the meantime, plenty of QSRs have already announced their pumpkin spice offerings.

Yogurtland really jumped ahead of the dessert QSR pack by bringing back its Pumpkin Spice Cheesecake Swirl on Aug. 5.

“It’s officially pumpkin season, and with the return of one of our favorite seasonal flavors, guests can enjoy their first taste of fall,” said Brittany Knollmiller, head of marketing at Yogurtland in a release on Aug. 5. “As summer winds down, we invite guests to indulge in our beloved Pumpkin Spice Cheesecake Swirl, satisfying any and all pumpkin cravings.”

Also early out of the gate is Carvel, who kicks off “sweater weather” by bringing back its Pumpkin Cheesecake menu items on Aug. 15, including Pumpkin Cheesecake Soft Serve, Pumpkin Cheesecake Scooped ice cream, Pumpkin Cheesecake Shake, Pumpkin Cheesecake Sundae Dasher, Pumpkin Cheesecake Flying Saucer and Pumpkin Cheesecake Ice Cream Pop.

The pumpkin spice onslaught is also coming soon to Smoothie King, which launches their pumpkin lineup, “made with 100% organic pumpkin puree and containing over 10 grams of protein,” per the brand, on Aug. 20 for Healthy Rewards Members, and Aug. 27 nationwide.

IHOP will launch its seasonal pumpkin spice items nationwide on Sept. 1, including the September Pancake of the Month – the Maple Pumpkin Cheesecake, which is four pumpkin spice pancakes topped with maple glaze, cheesecake mousse and whipped topping. The chain will also offer Pumpkin Spice Pancakes and Pumpkin Spice Cold Foam Cold Brew. Per the brand, IHOP averages over one million pumpkin pancakes sold every year.

Also on Sept. 1, The Cheesecake Factory brings back its Pumpkin and Pumpkin Pecan Cheesecakes.