Starbucks is launching its 2024 fall menu, including the popular Pumpkin Spice Latte, earlier than ever on August 22. This move comes as the coffee giant grapples with declining store traffic and sales, prompting the early debut as a strategy to recapture customer interest.
The 2024 menu, which also features new items like the Iced Apple Crisp Nondairy Cream Chai, marks the unofficial start of fall despite the season officially beginning in late September. The early rollout follows the recent appointment of former Chipotle CEO Brian Niccol as Starbucks’ new CEO amid growing challenges for the brand.
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