East Lansing-based BIGGBY® COFFEE is activating its most expansive fall menu to date across more than 460 franchise locations in 13 states, running August 20 through November 1. The seasonal push layers returning LTO beverages with new food items, limited-time price promotions, and a dedicated Halloween window beginning October 1 — giving franchisees a structured traffic-driver for the full autumn selling period.
The Beverage Lineup
Pumpkin leads the dispensed-beverage slate with six offerings, including the returning White Pumpkin Latte (pumpkin and white chocolate), Chumpkin (pumpkin and chai), and Pumpkin Spice Latte, alongside the new Sweet Foam Pumpkin Cold Brew. A new Pumpkin Sweet Foam add-on can be applied to any beverage. Apple Cider returns in four formats — Caramel Apple Cider, Caramel Apple Creme Freeze, CiderBerry Red Bull® Mocktail, and Chaider — covering both hot and cold occasions. Maple Bourbon, revived from its 2020 debut, is available in latte and cold brew formats.
The cold-brew and Red Bull mocktail inclusions reflect broader dispensed-beverage trends reshaping the coffee-shop and c-store beverage bar, where operators are chasing incremental attach rates from energy-forward and alcohol-adjacent SKUs that carry strong perceived value.
Food and Promotions
On the food side, the Maple Waffle Sandwich — a Belgian-style waffle made with real maple syrup and sugar pearls, available with egg, cheddar, sausage, or bacon combinations — returned August 20. New this season are Mini Pumpkin Cream Cookies, sold as a three-pack or single unit on the Kids Menu, targeting family daypart traffic and the grab-and-go impulse purchase that foodservice programs at limited-service concepts increasingly compete to capture.
Four limited-time promotions anchor the season's traffic strategy. "Friday Night (De)Lights" offers any 20-ounce specialty beverage for $5 every Friday through October 30 — a direct play on high-school football-night visits. School Staff Appreciation Week (September 8–11) prices any 16-ounce beverage at $1.99 with a school ID. National Coffee Day (September 29) brings 99-cent brewed coffee and $1.99 Mocha Mocha Lattes. The Halloween promotion (October 1–31) includes a free kid's drink for costumed children and "Boo-d" stickers on select cups redeemable for a buy-one-get-one offer.
Farm-Direct and Brand Context
BIGGBY® is also using International Coffee Day on October 1 to spotlight its Farm-Direct sourcing relationships, giving consumers a look at coffee-origin partnerships — a positioning move that echoes the supply-chain transparency messaging increasingly common among specialty coffee franchises competing against both QSR giants and independent cafés.
The fall push is notable for its structural discipline: a staggered launch (August 20 food, October 1 Halloween window, November 1 close) gives franchise operators predictable rotation windows rather than a single menu swap. For a 100% franchised system like BIGGBY®, that calendar clarity matters — it aligns local marketing spend with systemwide promotions and reduces operator-level complexity during one of the busiest seasonal shifts in the coffee segment.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
