Dunkin39 Donuts39 pumpkinflavored beverage line

Dunkin' Donuts' pumpkin-flavored beverage line

NPD: Seasonal beverage programs attract loyal visitors

Drink specials tied to the season can inspire repeat visits from existing customers, according to NPD Group research

As fall quickly approaches, many consumers are looking forward to cooler weather and a change in routine, but also to the return of their favorite seasonal beverages, such as pumpkin coffees and lattes and white mochas. New data from global market research firm The NPD Group shows that such seasonal beverage limited-time offers can have a positive impact on chain operators’ business.

“Do you have a seasonal beverage program?” asks Bonnie Riggs, analyst at NPD.

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