Orange is the New Black (Coffee)

Last week we admitted to being perplexed about the hoopla surrounding pumpkin spice latte at Starbucks and Panera Bread. Time explains why it's a "big deal":

Customers who purchased a pumpkin spice latte spent an average of $7.81, compared with an average check of $6.67 for party poopers who ordered non-pumpkin items.

But wait, there's more [bold added]:

[Marketing researchers] conducted research correlating an increase in the frequency of visits....no wonder coffee chains and fast food franchises are constantly rolling out new limited-time offers and seasonal specialties. These items build excitement and draw in customers—who tend to spend more on each visit.

Increasing both the number of sales and the average sales ticket is that rare marketing sweet spot.

Orange is the new black indeed.

Those who can't wait for Starbucks' fall introduction can buy the ingredients and make it at home.