NPD: Seasonal Beverage Programs Attract Loyal Visitors

Aug. 28, 2015

A seasonal beverage limited-time offer program can have a positive impact in attracting loyal visitors, according to new data from The NPD Group, NRN reports. Seasonal beverages, such as pumpkin spice lattes and mochas, can increase visits from existing customers, attract new customers and excite sales during slow periods, the research finds.

Dunkin’ Donuts Vice President of Marketing Chris Fuqua stressed to NRN the importance of maintaining a limited-time offer strategy year-round. “When their favorite limited-time offer goes away, our responsibility is to deliver something [else] to consumers they’ll be interested in,” he told the source.  

Editor’s Note: Coming into the fall and winter months, consumers will be given the option of seasonal beverages at their local coffee shops and restaurants. It’s important for operators to offer seasonal beverages in consumers’ workplaces as well.