Krispy Kreme's Autumn Seasonal Collection, featuring Pumpkin Spice and Biscoff Cookie Butter doughnuts, launches Aug. 11. The chain expects the lineup to drive traffic and hints at more seasonal items through September.
Krispy Kreme will launch its Autumn Seasonal Collection on Aug. 11, bringing back Pumpkin Spice Original Glazed alongside a new Biscoff Cookie Butter doughnut. The limited-time menu, the company's first seasonal refresh of the second half, includes four doughnuts and two lattes. Alison Holder, chief product and brand officer, said in a statement that the brand is "excited to bring back Pumpkin Spice while introducing even more seasonal flavors" and promised additional items through September.
The push comes as quick-service chains compete for fall traffic, a period when pumpkin-flavored items historically lift same-store sales. Starbucks typically rolls out its Pumpkin Spice Latte in late August, and Dunkin' follows a similar timeline. Krispy Kreme's early launch gives it a head start on the seasonal marketing cycle, which could help offset softer summer demand. The company operates in more than 40 countries and has been investing in its digital ordering platform, where customers can order the collection for pickup or delivery.
Four doughnuts make up the collection: Pumpkin Spice Original Glazed, Biscoff Cookie Butter, Maple Brown Sugar, and a Chocolate Glazed with Mocha Kreme. The drink lineup adds a Pumpkin Spice Latte and a Salted Caramel Latte. All items are available at participating U.S. shops while supplies last.
Krispy Kreme, which trades on the Nasdaq under ticker DNUT, has faced pressure from higher ingredient costs and a pullback in discretionary spending. Seasonal menus are a key lever to drive traffic and average ticket size. The company's last seasonal refresh, a spring collection, contributed to a modest uptick in foot traffic, according to foot-traffic data provider Placer.ai, which the company cited on its last earnings call.
Holder said the autumn collection is "just getting started" and that Krispy Kreme plans more seasonal experiences later this month and throughout September. No specific dates or items have been announced for those follow-up launches.
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