As the iconic Pumpkin Spice Latte returns each fall, Starbucks locations nationwide anticipate a spike in customer visits. MapZot.AI analyzed traffic patterns using Mobilytics data for 646 Michigan Ave, Chicago, IL, revealing this store’s outstanding performance as PSL season
Key Takeaways
The annual launch of Starbucks’ Pumpkin Spice Latte (PSL) catalyzes a traffic surge, reinforcing its position as a cultural and financial powerhouse.
Urban flagship stores, especially 646 Michigan Ave in Chicago, see outsized spikes in August visits at PSL launch over 45,000 in a single month.
The PSL’s enduring popularity, now over two decades strong, continues to anchor Starbucks’ fall strategy, far outpacing rivals like Dunkin’ and Dutch Bros.
PSL Season: Reliable Traffic Booster
Starbucks’ fall menu launch on August 26, 2025 confirmed the power of the PSL. Visits at major stores jumped sharply, with the Michigan Ave location leading the way. National data shows the PSL launch consistently produces 20–45% spikes in foot traffic, setting Starbucks apart from competitors every year.
Geographic and Demographic Insights
While PSL enthusiasm is nationwide, spikes vary by region. Mountain states like Utah, Colorado, and Nevada led the country in 2025 with traffic surges over 40%, while Midwest states also posted double-digit increases. Meanwhile, states in the Northeast and Southeast saw more modest single-digit growth, highlighting the effect of local taste and culture on beverage launches.
At the store level, MapZot.AI data for 646 Michigan Ave reveals that young professionals, ultra wealthy families, and young urban singles are the top customer segments. These groups seek specialty products and limited-time offers, making them key targets for PSL promotions.
Competitors Can’t Match the Starbucks Playbook
High-visibility, tourist-driven locations like Michigan Ave remain pivotal, with surges in August foot traffic closely aligning with the Pumpkin Spice Latte (PSL) release, reaffirming the strategic value of centrally placed stores with diverse, urban customer bases. This location captured the strongest monthly boost of 2025’s PSL season, showcasing Starbucks’ skill at marrying product hype with prime placement. While competitors like Dunkin’ and Dutch Bros. have adopted their own seasonal menu strategies. Starbucks’ clear dominance, as their launch-day traffic spikes consistently surpass those of rivals, underlining the industry-defining impact Starbucks has achieved through the PSL phenomenon.
Seasonal Releases More Than Just a Marketing Tactic
After more than two decades, the Pumpkin Spice Latte isn’t just a drink it’s a strategic asset. The PSL anchors Starbucks’ fall traffic, drives loyal customer visits, and differentiates the brand in a competitive market. And as MapZot.AI’s analysis shows, success comes from a blend of irresistible product, smart store placement, and deep consumer insight.
