The Coffee Bean and Tea Leaf Launches Hojicha and Fall Range

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Speciality coffeehouse chain The Coffee Bean & Tea Leaf has announced an overhaul of its digital loyalty programme alongside the rollout of its autumn seasonal menu.

Rolling out commercially across North American locations in August 2026, the strategy combines an expanded rewards structure with new seasonal menu additions, introducing Japanese hojicha green tea beverages alongside returning pumpkin SKUs and Halloween LTOs.

The dual rollout leverages personalised digital loyalty mechanics to drive repeat transaction frequency while expanding tea menu platforms to capture afternoon refreshment dayparts.

Personalised Rewards Loyalty

Commencing 19 August 2026, the updated Coffee Bean Rewards programme transitions to a "Rewards Your Way" architecture engineered to increase digital engagement and app-based customer retention.

Dana Castaneda, Vice President and Head of Marketing Americas at The Coffee Bean & Tea Leaf, stated that the update focuses on offering consumers tailored rewards experiences alongside expanded beverage choices across coffee and tea categories.

Hojicha Beverages from Left to Right: Iced Pumpkin Hojicha Latte, Hojicha Ice Blended Drink, and Hojic

Seasonal Beverage Portfolio

The autumn menu platform introduces Japanese hojicha tea, a low-roasted green tea known for its nutty profile and lower caffeine content, alongside returning pumpkin-flavoured espresso drinks and limited-time Halloween offerings.

The seasonal SKU lineup features:

🎃 Pumpkin Iced Latte with Cream Cap: Espresso combined with pumpkin syrup and French Deluxe vanilla powder, poured over pebble ice and topped with a cold cream cap.

🎃 Pumpkin Dry Iced Americano: Three espresso shots whisked with pumpkin syrup and vanilla powder, finished with a caramel swirl and half-and-half dairy.

🎃 Pumpkin Extreme Ice Blended Drink: A blended frozen beverage combining espresso, pumpkin syrup, and vanilla powder.

🍵 Iced Pumpkin Hojicha Latte: Roasted hojicha green tea whisked with white chocolate powder, pumpkin syrup, and milk over ice.

🍵 Iced Hojicha Latte: Roasted hojicha green tea blended with white chocolate powder and iced milk.

🍵 Hojicha Ice Blended Drink: A frozen blended beverage featuring hojicha green tea, white chocolate powder, and milk.

👻 Ghost Iced Latte: A Halloween-themed iced beverage combining espresso, white chocolate powder, and cookie pieces, topped with a cookie cream cap and crumble.

👺 Goblin Iced Latte: A Halloween-themed matcha beverage combining green tea, white chocolate powder, and cookie pieces with a cookie cream cap finish.

Availability and Phased Deployment

The seasonal product lineup follows a structured promotional window across participating locations:

Early Access Loyalty Phase: Pumpkin beverage early access commenced 5 August 2026 for registered rewards members.

Core Seasonal Window: Hojicha and pumpkin menu platforms enter full commercial availability from 19 August through 3 November 2026.

Halloween LTO Window: Ghost and Goblin Iced LTOs will deploy from 16 September through 31 October 2026.

The integration of gamified loyalty incentives alongside low-caffeine tea platforms reflects ongoing QSR beverage strategies to boost digital ordering frequency and capture broader consumer demographics.