Report
DoorDash Report: "Summerween" Pushes Fall Demand to July, Pecan Emerging as 2025’s Breakout Flavour
As the line between summer and autumn continues to blur, new data from DoorDash suggests that consumers are no longer waiting for the calendar—or major coffee chains—to dictate the start of "cosy season." The on-demand delivery platform’s latest report, Falling for Fall Flavours, highlights a significant shift in consumer purchasing behaviour, characterised by "Comfort Rushing" and a surprise contender challenging the Pumpkin Spice Latte (PSL) hegemony.
September 17, 2025
The "Summerween" Effect: Demand Shifts Earlier
The most immediate takeaway for operators is the accelerating timeline of fall demand. According to DoorDash data, the demand for pumpkin spice lattes spiked on August 19 last year—nearly two weeks earlier than in 2021.
However, the "Summerween" trend—where consumers embrace spooky season aesthetics and flavours in mid-summer—is driving purchasing behaviour even earlier than August.
The DIY Consumer: Grocery orders for fall ingredients (pumpkin purée, maple syrup, and cinnamon) spiked in late July.
Implication: Consumers are "DIY-ing" their fix before Quick Service Restaurants (QSRs) launch their seasonal menus. Retailers and grocers should anticipate stock depletion for baking spices and canned pumpkin as early as mid-July.
2025 Trend Watch: Pecan vs. Pumpkin
While the PSL remains a volume giant—clocking 59,000 weekly orders between August and October 2024—growth is decelerating as the market reaches saturation. The data points to Pecan as the high-growth flavour profile for 2025.
"We uncovered that this nutty favorite is the fastest-growing fall flavor, with orders up 28% year-over-year... Gingerbread and apple tied for second place."
Cristen Milliner, Consumer Trends Expert at DoorDash, notes that while the PSL is now an "unofficial indicator" of fall, consumers are craving new innovations. With pecan showing up in lattes, cheesecakes, and braided pastries, operators looking to differentiate their 2025 autumn LTOs (Limited Time Offers) should look beyond the gourd.
Regional Flavour Preferences
For multi-unit operators and chains, a "one-size-fits-all" menu strategy may miss the mark. DoorDash’s data reveals distinct regional preferences that challenge the nationwide dominance of pumpkin spice.
Region | Top Flavour Profile | Key States |
West Coast | Pumpkin | CA, OR, WA, CO, UT |
South & Mid-Atlantic | Apple | GA, AL, NC, SC, VA, FL, NY |
Midwest | Caramel | IL, IA, Dakotas |
New England | Cinnamon | MA, ME, NH, RI |
Texas | Pecan | TX |
Notable Insight: Despite being the epicentre of the apple trend, New York City and the surrounding state lean heavily into apple over pumpkin. Meanwhile, Texas serves as the trendsetter for the rising Pecan demand.
The Psychology of "Comfort Rushing"
The report coined the term "Comfort Rushing" to explain the early sales spikes. This is not just about flavour; it is an emotional reset.
"People are using small seasonal treats like pumpkin, apple and pecan to emotionally reset before the season even begins," says Milliner.
With over half of iced coffee orders now including a flavour add-on, operators have a low-barrier opportunity to capitalise on this psychology by introducing fall syrups and sauces to summer cold brew menus earlier in the season.
Key Takeaways for Industry Professionals
Start Early: If you are waiting until September 1st to launch fall menus, you have already missed the initial wave of "Summerween" excitement.
Stock Pecan: Incorporate pecan profiles into beverage and bakery R&D for the 2025/2026 cycle.
Regionalise Menus: If you operate in the South or Mid-Atlantic, ensure Apple has equal billing with Pumpkin.
Retail Opportunity: Grocers should merchandise baking staples in July to capture the DIY crowd.