Have you ever indulged in a S’mores Cold Brew from Dunkin’ Donuts?
Warmed yourself up with a Hearty Fireside Chili from Panera?
Had a cheeky li’l Candy Cane Mocha from Dutch Bros?
Then you are no stranger to the excitement and draw of seasonal cafe menu items.
Seasonal menu items are a popular strategy for cafes because of their ability to increase traffic, boost sales, and ramp up urgency to purchase. One survey suggests that ~60% of consumers are more likely to buy an item labeled “seasonal,” for example, while another reports that 52% of consumers factor in limited-time offers (like seasonal items) when choosing where to order from.
So, while we can all agree that seasonal cafe menu items are a great idea…
Where do you come up with the ideas for that seasonal menu?!
Well, a good place to start is by looking at the big-name cafes that are absolutely killing it with their seasonal menu items!
In this blog, we’ll take you two top-shelf seasonal cafe menu ideas, highlighting:
- The brands that created them (and the stats that prove they work)
- The creative process behind the seasonal menu item (to inspire your own)
- The reason customers love each seasonal menu item so much (and how you can tell)
So, fasten your ideation caps, cafe owners and operators.
Things are about to get (pumpkin) spicy.
Get inspired with Craver’s Seasonal Cafe Menu Ideas Cheat Sheet — one seasonal idea at a time.
2 Seasonal Cafe Menu Ideas That Became Big Hits
1 — Starbucks: Pumpkin Spice Latte (PSL)
The Numbers
- Season — Fall
- # sold annually — 20 million (estimated)
- Annual sales — ~$500m (estimated)
- # of social media mentions
- Instagram – 895,000 (#PumpkinSpiceLatte)
- TikTok – 84,800 (#PumpkinSpiceLatte)
Source: #pumpkinspicelatte
The Creative Process
Starbucks’ PSL journey started in the spring of 2003 at the brand’s research and development space (called the “Liquid Lab”) at their headquarters in Seattle.
The team spent three full months in the Liquid Lab perfecting every part of their pumpkin-spiced creation, ensuring the latte was gourd and ready for its fall launch that same year. And, according to Peter Dukes – the then-leader of the espresso beverage team – it didn’t take much time on the market to know their creation was a winner.
“Within the first week of the market test, we knew we had a winner,” said Dukes. “I remember calling store managers on the phone to see how the new beverage was doing, and we could hear the excitement in their voices.”
Since the PSL successes of the early 2000s, Starbucks has continued to ride the pumpkin train, continuously innovating and expanding their range of pumpkin products. Now, you can satisfy your pumpkin cravings at Starbucks with a Pumpkin Cream Cold Brew, an Iced Pumpkin Cream Chai, a Pumpkin Cream Cheese Muffin, or, the tried-and-true PSL — the seasonal menu item that sparked a decades-long streak of pumpkin-flavored successes.
Not bad for a drink that started as an experimental seasonal menu item, right?
The Customer’s Response
In the 20-some years since its launch, the PSL hasn’t just done well for Starbucks – it’s garnered a cult following of PSL lovers, eagerly anticipating the drink’s release every fall and starting the “pumpkin spice countdown” as soon as the fall menu ends.
Starbucks fans’ anticipation for the fall menu is no secret, either. Trends pushing “Summerween” and alerting about #CodeOranges dominated social media this year, proving that consumers want the PSL magic of fall, and they want it now.
So Starbucks did what any good business would do. They listened to their customer's feedback, adjusted their strategy, and launched the fall menu on Thursday, August 22 — the earliest start date of any fall menu in Starbucks’ history. Luckily, the early launch strategy paid off immediately; August 22 showed a 24.1% increase in foot traffic compared to the eight Thursdays before, an upward foot traffic trend that lasted until Sunday, August 25.
Source: Starbucks
Why the PSL Works as a Seasonal Menu Item
✔ It’s highly exclusive — The limited-time release of the PSL builds excitement and anticipation in customers, making its release an event to look forward to year after year.
✔ It’s an experience — The shared anticipation of waiting for PSL season has united people worldwide, sharing their love for PSLs through Facebook groups and matching tattoos.
✔ It’s expansible — The success of the original PSL was just the beginning; the expansion of Starbucks’ pumpkin-flavored line means even more people can be reached with their fall menu.
With Craver’s Seasonal Cafe Menu Ideas Cheat Sheet, planning your cafe’s seasonal menu is easy as (pumpkin) pie.
2 — Tim Hortons: Smile Cookies
The Numbers
- Season— one week in Q2 (varies by year)
- # sold annually — ~11.4M (estimated)
- Annual sales — ~$18.8M (in 2024)
- # of social media mentions
- Instagram – 49,900 (#SmileCookie)
- TikTok – 2,900 (#SmileCookie)
The Creative Process
Tim Hortons’ famous happy-faced cookies are part of their Smile Cookie Campaign, an annual fundraising initiative supporting charities and community organizations in Canada and the US.
But, when the campaign was first created, its impact was much narrower than it is now.
The Smile Cookie campaign was first launched in 1996, created by Tim Hortons franchisees in Hamilton, Ontario to support the then-named Hamilton Children’s Hospital. And, according to Maureen Sauve — a Tim Hortons franchisee who has been part of the Smile Cookie initiative from the very start — the campaign’s initial launch was a collaborative, community-based effort.
“It was a great group of community-minded franchisees who agreed we needed to find a way to do something,” said Sauve in an interview. “We all agreed to do something special, initially for the children’s hospital, but then it went into a rotation [to support other causes].”
Since then, the popularity of Tim Hortons’ Smile Cookie campaigns has only grown, with 2023 generating record-breaking sales of $19.7M. They’ve also doubled their Smile Cookie efforts, launching a second Smile Cookie campaign in November last year. The Holiday Smile Cookie campaign is no different than the original springtime campaign; it simply gives Smile Cookie lovers a second chance to enjoy their favorite cookie and give back during the holidays.
Source: Tim Hortons
The Customer’s Response
The Smile Cookie has stayed a crowd favorite since the ‘90s thanks to Tim Hortons’ ability to balance “heart-string” pulls with relevant pop culture and social media.
Take their 2022 partnership with Penny Oleksiak, for example.
After winning four Olympic medals at 16, “Magic Penny” became an internet icon and inspiration to young athletes (especially women and girls). Leveraging social media’s love for Penny (and a very charming commercial to amplify that love), the 2022 Smile Cookie campaign broke existing records by generating $15M in sales.
Tim Hortons hasn’t been afraid to jump on social media’s “gently self-deprecating” trends, either.
Social media users have never been shy about poking fun at their messed-up Smile Cookies, creating “expectation vs. reality” memes that every Tim’s customer can relate to. But, instead of pushing back, Tim Hortons joined in the fun by launching Smile Cookie Personality Pins, a set of collectible Cookie pins with perfectly imperfect icing (and people are trying to collect ‘em all!).
Why the Smile Cookie Works as a Seasonal Menu Item
✔ It’s “now or never” — Because the Smile Cookie campaign only happens for two weeks a year, consumers are urged to purchase/donate right this second, or risk waiting another year.
✔ It’s impactful — Smile Cookie campaigns aren’t really about cookies. The campaigns make it easy for people to feel like they’re making a tangible difference just by getting a Cookie.
✔ It’s accessible — A Smile Cookie only costs $1.50, making it a pretty affordable treat for most consumers. With such a low price tag, why wouldn’t you get one with your coffee?
Seasonal Cafe Menu Ideas You Can Steal Right Now
Looking for some seasonal inspiration for your own cafe menu?
Check out Craver’s free Seasonal Cafe Menu Ideas Cheat Sheet, featuring every season’s top ingredients, flavors, and holidays to support and guide the creation of your cafe’s next seasonal menu masterpiece.
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