For better — and, some might say, for worse — the phenomenon has moved beyond coffee shops and groceries and into the larger world.
Great Wolf Lodge is featuring a Pumpkin Spice Suite at five of its resorts this fall, decked out with potpourri, pumpkin throw pillows and bottomless pumpkin spice lattes.
In the spring of 2003, a team gathered in a lab in Starbucks’ Seattle headquarters, bringing fall decorations to set the mood. They sipped espresso between bites of pumpkin pie, figuring out which spices most complemented the coffee. After three months, they offered taste tests; pumpkin spice beat out chocolate and caramel drinks.
These days, Starbucks’ Pumpkin Spice Latte has its own handle on X — formerly known as Twitter — with 82,000 followers, and a Facebook fan group called the Leaf Rakers Society with 43,000 members. And it has fans like Jon McBrine, who drinks black iced coffee for most of the year but eagerly awaits the latte’s return each fall.
“It’s part of getting into the season,” he says. “It’s almost like a ritual, even if you’re just waiting in the drive-thru.”Jason Fischer, an assistant professor at Johns Hopkins University who studies human perception through sight, sound and smell, says odor and flavor have a more direct route than other senses to the area of the brain that processes memories.
“Odors and sights go with certain places, like the aroma of pine and the crunching of needles beneath your feet,” he says. “They’re associated with a certain kind of experience. And then marketing taps into that, and it’s a cue for a product.”
France Dernières Nouvelles, France Actualités
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