Dutch Bros is leading the coffee conversation this month with its fall-drink lineup back on menus and heavily promoted across its channels, giving the chain the freshest and most visible seasonal push in the category. Scooter's Coffee is close behind, drawing attention on two fronts at once — a teacher-appreciation promotion generating goodwill and the hiring of a new chief marketing officer signaling a shift in how the brand plans to tell its story going forward.
Peet's Coffee is making its own case with a limited-release product tied to September along with its Cold Brew Pass, both concrete signals that the brand is actively refreshing its lineup rather than coasting on legacy appeal. Caribou Coffee is undergoing change from the top down, pairing a new chief operating officer hire with its own fall-menu rollout, suggesting leadership and product strategy are moving in tandem. Tim Hortons continues to ride the popularity of its Harry Potter-themed menu and merchandise, a collaboration that has proven to have staying power well beyond its initial launch window. 7 Brew is keeping pace with its current fall-flavor lineup alongside a renewed push on its mobile app, tying seasonal products directly to customer retention efforts. Biggby Coffee remains part of the broader fall-promotion wave sweeping the category, while Krispy Kreme holds its spot in the coffee-and-breakfast mix even in a quieter stretch for the brand.
The overall picture is one of a coffee category in full seasonal-launch mode, where fall flavors, leadership changes, and franchise collaborations are all competing for attention at the same time, with Dutch Bros and Scooter's currently setting the pace for everyone else to match.
| # | Name | Score | 24h | |
|---|---|---|---|---|
| 1 | D | Dutch Bros | 89.8 | +0% |
| 2 | S | Scooter's Coffee | 85.6 | +0% |
| 3 | P | Peet's Coffee | 82.2 | +0% |
| 4 | C | Caribou Coffee | 78.9 | +0% |
| 5 | T | Tim Hortons | 74.7 | +0% |
| 6 | 7 | 7 Brew | 71 | +0% |
| 7 | B | Biggby Coffee | 66.5 | +0% |
| 8 | K | Krispy Kreme | 61.8 | +0% |