While Dunkin, Krispy Kreme and other major foodservice brands are making headlines with early fall flavor launches, c-stores are also releasing their own innovative foods and beverages in August and September.
7-Eleven is one of the most notable examples, rolling out its pumpkin spice latte, pumpkin coffee, pumpkin syrup and apple cider donuts on Aug. 1 — slightly earlier than last year, when they debuted on Aug. 5.
"We know our customers wait all year long for their favorite fall flavors … so we decided to break out the pumpkin a little bit early this year," said Dennis Phelps, senior vice president of merchandising for vault and proprietary beverages for 7-Eleven, in a press release.
Releasing limited-time flavors early “generates buzz and excitement among consumers,” explained Chad White, food service category manager for York, Pennsylvania-based Rutter’s, which is launching its fall food and beverage LTOs in early September.
“By announcing upcoming flavors in advance, businesses can build anticipation and create a sense of exclusivity for early adopters,” White said. “It allows [businesses] to capture the attention of consumers before competitors do, potentially leading to increased market share and brand loyalty.”
C-store fall LTOs are getting earlier every year, in line with other retail industries, according to Jessica Williams, CEO of Food Forward Thinking, a company that helps convenience retailers develop and elevate their foodservice offerings. “As early as August, I have seen convenience items featuring fall flavors.”
While it can be smart to tie in back-to-school with some autumn-inspired products, Williams recommends waiting until September “to really focus on the colors and indulgent flavors of fall.”
Ballston Spa, New York-based Stewart’s Shops began rolling out its extensive lineup of fall food and beverage flavors in late August.
“It’s important to make these flavors available for our customers and to meet their expectations, without intruding on our summer flavors,” said Claire Flannery, public relations specialist for Stewart’s Shops. “Towards the end of August, the summer mindset starts to fade out and excitement builds around the approaching cooler weather, comforting foods and a new selection of cozy products.”
Returning fall food items at Stewart’s include: apple cider donuts, a pumpkin donuts six-pack, apple strip Danish, Philly’s apple pie ice cream, Pumpkin to Talk About ice cream and pumpkin pie ice cream. A new seasonal product for Stewart’s is apple empanadas, which features apples and cinnamon in a flaky crust.
Stewart’s is also bringing back pumpkin spice hot coffee and International Delight pumpkin pie spice creamer.
“The majority of our fall offerings are returning to shops from last year due to popular demand. Nothing says fall in New York and Vermont like apple and pumpkin flavors,” Flannery said. “For me, it feels like fall when I enter a Stewart's Shop and immediately catch that comforting blend of warm cinnamon and apple scents in the air. I believe a lot of our customers feel the same way.”
“Comfort foods are always popular during the fall,” echoed White. “Classic treats like caramel apples, spiced hot chocolates, and nostalgic flavors like s'mores continue to be great additions to the menu over fall.”
However, pumpkin flavors continue to “reign supreme,” White said. “We have tried to move to different flavors in the past, but customers still look for the pumpkin.”
As a result, Rutter’s is bringing back pumpkin spice syrup and pumpkin pie creamer for its coffee program, and switching up pumpkin spice flavored coffee for pumpkin caramel.
Other fall flavors to watch
While fall is famous for pumpkin spice and apple cider, c-stores are exploring other flavors as well.
While Spicewood, Texas-based Texas Born Stores (TXB) — formerly known as Kwik Chek — is featuring pumpkin spice coffee, cappuccino and creamer this fall, it is also rolling out several food LTOs in early October that are not associated with autumn.
The operator of 49 stores will offer chicken bacon ranch quesadillas, pork tamales and red velvet Hershey kiss cookies.
Beyond the fall tastes, TXB is also debuting a new meal format, “Family Take Home Meals,” for $19.99 each. The meals include chicken tenders, sides and/or tamales with rice and beans, according to Kevin Smartt, CEO of TXB.
“By announcing upcoming flavors in advance, businesses can build anticipation and create a sense of exclusivity for early adopters.”
Chad White
Food service category manager for Rutter’s
“During the fall, TXB has found family meals to be a really popular offering. Families tend to want a sense of coziness and connection through shared meals,” Smartt noted.
Rutter’s will be offering more “comfort food” options, including loaded pierogis, a new entry among the company’s popular pierogi offerings, according to White.
In late September, Stewart’s will start offering butternut squash soup. "Fall season is soup season, and we’re very excited to introduce our customers to this homemade butternut squash soup,” Flannery said.
This year, one popular trend is utilizing natural sweeteners in the form of twists on honey and maple, Williams said. "Look for ways to incorporate big flavors with spicy maple syrups, maple butter, lavender honey, and hot honeys,” she suggested.
Tips for fall LTO success
In additon to suggesting retailers build excitement early, c-store operators and consultants have several tips for developing successful limited-time fall foods and beverages, including:
- Evaluate the performance of last year’s fall LTOs from a financial, marketing, and operations perspective, Williams suggested.
- Create a cross-functional team that includes “store-level team members, area coaches’ and corporate managers,” Williams said.
- Identify target customers and their preferences, then tailor fall menu offerings to appeal to that specific customer base, White suggested.
- Strike a balance between offering comforting, traditional fall favorites and “innovative, modern interpretations of those classics,” White said. "This provides options for both those seeking familiarity and those looking for something different.”
- Ensure that staff is trained on the fall menu items, including their ingredients and any special preparation techniques they use, White recommended, saying, "knowledgeable and enthusiastic staff can enhance the customer experience.”
- Create goals for each aspect of these promotions, with a special focus on the best ways to communicate them internally and externally, Williams said.
