AUTUMN
PUMPKIN SPICE. APPLE CIDER. CINNAMON SUGAR. THESE FALL FLAVORS HAVE BOTH
FANS.>>IT IS DELICIOUS. SHAYNA: AND FANATICS.>>I LOVE IT ALL YEAR ROUND BUT
ESPECIALLY CARMEL IS A GREAT
AUTUMN FAVOR.>>PUMPKIN IS MY FAVORITE. SHAYNA STARBUCKS DEBUTED ITS
PUMPKIN SPICE LATTES IN 2003. SINCE THEN, MORE THAN 424
MILLION PSL’S HAVE BEEN SERVED
IN THE U.S. PUMPKIN ALL DAY. SHAYNA: AND STARBUCKS IS NOT THE
ONLY ONE CAPITALIZING ON THIS
SEASONAL SURGE. THERE ARE CANDY CO M&MS, APPLE
CIDER CLEANING PRODUCTS, EVEN
PUMPKIN SPICE SPAM. THERE IS A SCIENCE BEHIND THE
SALES SUCCESS.>>TASTE AND SMELL INFORMATI
GO STRAIGHT TO THE PARTS OF THE
BRAIN INVOLVED WITH EMOTION. SHAYNA: DON IS A PROFESSOR AT
BRANDEIS UNIVERSITY IN ONE OF
THE FEW NEUROSCIENTISTS IN THE
WORLD TO STUDY TASTE.>>YOU CAN LOOK AT A PICTURE AND
HAVE NO REACTION. YOU CAN HEAR A TONE AND IT
DOESN’T MATTER. BUT YOU PUT SOMETHING IN YOUR
MOUTH AND YOU HAVE AN INSTANT
EMOTIONAL RESPONSE. SHAYNA: THE RESPONSE AT THE
REGISTER IS ALSO NOTICEABLE. ACCORDING TO NIELSEN, ANNUAL
SALES OF PUMPKIN-FLAVORED
PRODUCTS IN 2018 TOTALED NEARLY
$489 MILLION, UP NEARLY 16% FROM
THE YEAR BEFORE.>>IT IS FALL IN NEW ENGLAND. DELICIOUS. SHAYNA: DUNKIN’ IS TAKI NOTE,
EXPANDING ITS MENU TO INCLUDE
TWO NEW ITEMS. APPLE CIDER DOUGHNUTS, AND THE
CINNAMON SUGAR PUMPKIN SIGNATURE
LATTE.>>VERY DECADENT. SHAYNA: THERE’S A WHOLE RESEARCH
AND DEVELOPMENT TEAM IN DUNKIN’
HEADQUARTERS THAT HELPS FIND THE
MENU.>>I TASTE EVERYTHING. I LOVE COFFEE. SHAYNA: HOW MANY CUPS DO YOU
DRINK A DAY? [LAUGHTER]
>>HONEST ANSWER, IT DEPENDS ON
THE DAY. I HAVE BEEN KNOWN TO TASTE
UPWARDS OF A COUPLE HUNDRED CUPS
IN A DAY. SHAYNA: BUT THAT IS JUST LITTLE
STEPS.>>YES. NOT FULL COPS. I AM PROBABLY DRINKING ONE OR
FOUR. IT KEEPS ME GOING. SHAYNA SHE STUDIED AT THE
CULINARY INSTITUTE OF AMERICA
AND BEFORE THIS, WORKED AS A
CHEF IN BOSTON. IS THERE A STRATEGY TO HOW MANY
ITEMS HE WILL HAVE ON A MEMBER
DURING THE CURRENT SEASON?>>THERE IS. WE ARE ALWAYS LOOKING. WE RECENTLY WENT THROUGH OUR
MENU’S IMPLICATION PROJECT. WE DO NOT WANT TO OVERWHELM. SOMETIMES YOU CANNOT SEE THE
FOREST THROUGH THE TREES. SO, BY ALLOWING A FEW FLAVORS TO
SHINE, WE CAN ROTATE THOSE. AND I THINK OUR GUESTS
APPRECIATE THAT. SHAYNA ONE ITEM THAT MAKES
REPEAT APPEARANCES IS THE
PUMPKIN SWIRL COFFEE.>>IT IS DELICIOUS
WE BRING IT BACK EVERY YEAR. AND AS I SAY, IT IS A CLASSIC
AND YOU CANNOT GO WRONG. SHAYNA: THIS IS DELICIOUS. WHAT DID YOU ADD? GIVE ME THE SECRETS.>>JUST A LITTLE BIT OF MILK
WITH YOUR COFFEE, AND A LITTLE
BIT OF THE PUMPKIN SWIRL. SHAYNA: WOW. I THINK THIS WOULD BE MY PUMPKIN
OF CHOICE. TO DRINK THERE IS ALSO WARM AND
ICED APPLE CIDER, PLUS PUMPKIN
MUFFINS AND DOUGHNUTS. WHAT IS IT ABOUT PUMPKIN?>>IT IS DELICIOUS. I THINK IT IS HOMEY, IT IS
WARMING, IT REMINDS US OF
EVERYTHING THAT WE LOVE IN THE
FALL. EXPERIENCE —
ANTHON APPARENTLY PEOPLE ARE
NOT THE ONLY ONES ENJOYING
PUMPKIN EVERYTHING. SHAYNA: ACCORDING TO THE 2018
NIELSE DATA, PUMPKIN-FLAVORED
DOG FOOD IS UP 124% OVER THE
PRIOR YEAR. PUMPKIN PIE FILLING HAS GONE
DOWN 1%. ANTHONY: WELL, ALL RIGHT. ALL THE MORE PUMPKIN.

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