Pumpkin Spice Season: What Restaurants Need to Know

Fall is just around the corner, and that means one thing—pumpkin spice season is back. This year, restaurants are getting ahead of the game. Data from SpotOn restaurant POS users shows that between May 15 and July 15, 2024, restaurants across the country added 482 “pumpkin” items to menus. After Starbucks announced its fall launch on August 22, SpotOn saw an additional 1,462 pumpkin items added between August 18 and September 4, 2024.

So, what does pumpkin spice season mean for you as an independent restaurant owner or operator? It means there’s a golden opportunity to jump on the pumpkin spice bandwagon and drive traffic and sales to your restaurant. Here are six tips on how you can do it.

1. Start early and stand out

Customers are craving pumpkin spice earlier than ever this year, with restaurants like Skylark Diner in Vestal, New York, and Buttermilk in Geneva, Illinois, rolling out items like Pumpkin Muffins and Pumpkin Cinnamon Pancakes as early as mid-summer. Consider adding your pumpkin products and other fall favorites to the menu early to capture the attention of eager customers before they get their fix elsewhere.

Get started early and get creative with your pumpkin spice season menu items. Photo by Christina Branco / Unsplash

2. Get creative with your pumpkin offerings

Pumpkin is no longer just for pumpkin spice lattes and pumpkin pie. However, that doesn't mean you can simply add pumpkin pie spice or canned pumpkin to an existing menu item and expect your guests to love it. Other restaurants are getting creative, and you should too.

Here are some standout ideas from around the country:

Breakfast: Create pumpkin versions of breakfast staples like pancakes, waffles, and muffins. A great example is the pumpkin cheesecake muffins at The Dig Pub in Cedar Park, Texas. For a healthier option, Thrive Juice Lab in Southern California offers a Pumpkin Joy Smoothie or Smoothie Bowl.
Desserts: We see pumpkin versions of dessert classics like the Pumpkin Cheesecake from House of Prime Rib in San Francisco and a Pumpkin Soufflé like Rise N°1 in Dallas.
Savory dishes: Expand beyond sweets with savory pumpkin menu offerings like Pumpkin Erissery with sprouts from Vimala's Curryblossom Cafe in Chapel Hill, North Carolina, or Pumpkin Ravioli like La Locanda in Scottsdale, Arizona.
Drinks: Pumpkin and pumpkin spice is everywhere: Lattes, Iced Coffees, and Pumpkin Spice Boba Tea at Asian Box locations in California. Don’t overlook pumpkin-themed cocktails and flavored beer like Pumpkin Spice Espresso Martini, which is available at Urban Roast in DC.

3. Highlight pumpkin in your marketing

Let your customers know that your menu is ready for fall. Use your social media channels, email newsletters, and in-store signage to promote your new pumpkin and pumpkin spice items.

Creating a buzz around your seasonal delights can build excitement and urgency as we head into Halloween, Thanksgiving, and the winter holidays.

4. Make it easy for customers to try something new (beyond just pumpkin spice latte!)

While some customers love the classic Pumpkin Spice Latte or coffee variation, others might need a bit more variety. Many consumers prefer tea (pumpkin spice chai latte, anyone?), for example.

Many guests may also need a little nudge to try something different. Offer free samples or create a limited-time pumpkin spice season tasting menu featuring your unique items to give everyone a chance to explore your seasonal menu additions without the pressure.

5. Tap into the trend for all dayparts

Don’t limit your pumpkin spice season items to one section of the menu or one time of day. Pumpkin can enhance breakfast, lunch, dinner, and your drink menu. Take a close look at the stars and plow horses on your menu to determine what items your guests are most drawn to, and let your chefs and cooks use that as a starting point to get creative with pumpkin spice recipes for every meal.

6. Monitor what’s working and adapt

Keep an eye on which pumpkin spice items are performing best and adjust your menu accordingly. If your Pumpkin Spice Frappe is a hit but the Pumpkin Soup isn’t moving, consider promoting the popular items more heavily or tweaking those that aren’t performing as well. Flexibility is key to maximizing sales during this seasonal trend.

If one of your pumpkin dishes isn't resonating with guests, don't be afraid to pivot and replace it. Photo by Yu Jinyang / Unsplash

Pumpkin spice season is more than just a trend—it’s an opportunity to boost your restaurant’s traffic and sales this fall. By getting creative, promoting effectively, and offering something for everyone, you can make the most of this popular seasonal flavor and keep your customers coming back for more.