"When you have these exclusive products, which exist for a short period of time, it gives people a reason to come to the store," Alexander Chernev, professor of marketing at Northwestern University's Kellogg School of Management told CNN. As McDonald's (which offers its own pumpkin spice latte) demonstrates with the McRib, scarcity can often drive demand in the fast food business. The exuberance with which the PSL is greeted by its fans every year goes far beyond thirsty customers looking forward to their favorite drink. “Back then, we would call store managers on the phone to see how a new beverage was doing, and you could hear the excitement in their voices.” Designed to be loved “Within the first week of the market test, we knew we had a winner,” he said. Starbucks initially tested the new drink in stores in the Vancouver and Washington, D.C., markets, and Dukes quickly knew it struck a chord with customers. “Nobody knew back then what it would grow to be,” Dukes said. Since its conception in 2003, the pumpkin spice latte quickly attracted its loyal devotees, a legacy its creator Peter Dukes could hardly have imagined more than 15 years ago. The fact that a concoction of espresso, milk, syrup and spice has captured the news cycle stands as testament to the drink's success in building a fanatical following. We’ll have more news to share soon." Looking at the birth of a beverage Starbucks remains coy about this year's release date for the latte, telling the media, "Our pumpkins aren’t ready to make their handcrafted PSL debut yet. The last time the PSL arrived in cafes during August was in 2014, when only a select few who completed an online scavenger hunt run by the coffee company were allowed to imbibe during the dog days of summer, while the rest of the country had to wait until Sept. The iconic coffee drink's debut date signals the unofficial start of fall for millions, which is coming earlier than ever and is only the second time in four years Starbucks will release the drink before September. 28-at least, if you believe the leaked internal documents. How Starbucks Got Us All to Fall in Love with PSLīy now, unless you live in Uzbekistan where 99.6% of the population drinks tea, you’ve heard the news that Starbucks’ beloved pumpkin spice latte (simply known by its shorthand, PSL) will be making its debut Aug.
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