Photo courtesy of Starbucks
Fall is, by far, Starbucks' busiest time of year. According to Second Measure, Starbucks sees a sharp increase in business in autumn, peaking in December, before plummeting back down after the holiday season. The release of Starbucks’ beloved Pumpkin Spice Latte can be seen as the unofficial kickoff to this busy fall season, so it’s easy to see why there’s a palpable excitement in the lead up to this annual event. But what if Starbucks could get its fall mojo going a bit earlier—without killing off PSL-anticipation by offering them in the middle of the summer heat?
Apparently, the coffee giant thinks it’s found a potential solution: Encouraging customers to celebrate autumn “Fall. Year. Long.”
Last Friday, Starbucks took to Twitter to promote a new Facebook group it's calling the Leaf Rakers Society. “It's never too early to celebrate fall. Right?” the brand tweeted, before providing a link to the group to those who say “yes.”
As for the group itself, the description says it’s “a safe place for a) pumpkins b) year-round scarf-wearers c) those who would rather work on their Halloween costume than their tan d) members of the Great Pumpkinwatch 2017 Facebook Group.” It then further explains, “This group serves as a forum where we constructively work together with Mother Nature to help Autumn arrive earlier in the calendar year. Maybe we get rid of August, or something?”
Membership in the Leaf Rakers Society also comes with a list of rules which range from the obvious (“Please: no hatin’ on fall.”) to the more self-promoting (“When referring to or posting about products and drinks, keep it Starbucks-focused.”). But hey, if you’re a Starbucks diehard who’s looking for a place to chat with other PSL lovers, this closed group that currently boasts about 8,000 members is probably a safer haven than the regular Starbucks Facebook page.
However, if that’s not enough of an incentive, Starbucks has also been pointing to another benefit of joining the LRS. When one Twitter user mentioned his love of PSLs, and asked, “How long do I still have to wait for this delicious beverage?” Starbucks replied, “Join the Leaf Rakers Society for the inside scoop on all things Fall!” Sounds like anyone looking for breaking Pumpkin Spice Latte news may also want to get in on this special society… whether you truly believe fall is the best season or not.
This article originally appeared on Food & Wine.