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'Tis the season for spicy lattes, fast food turkey sandwiches and pumpkin-flavored everything.If you're a fan, you'd better act fast: They won't be around for long.That's by design. Seasonal items are an important marketing tool for the food industry, according to Alexander Chernev, a professor of marketing at Northwestern University's Kellogg School of Management.Limited releases almost give consumers a Pavlovian response. For example, when the weather turns colder, Starbucks customers habitually get excited about Pumpkin Spice Lattes. In November, customers come in to check out the new holiday cups."When you have these exclusive products, which exist for a short period of time, it gives people a reason to come to the store," Chernev explained.It's not just Starbucks that comes out with seasonal specials: Dunkin' Donuts announced a whole slew of pumpkin-flavored treats in August. McDonald's is getting ready for winter with the McRib. As the holiday season gets into full swing, we'll be sure to see Santa on Coca Cola bottles, turkey sandwiches from Subway and more. In the spring, it'll be Girl Scout cookie time.Related: The McRib is back at McDonald's For fast food chains in particular, which rely on familiarity, holiday items can offer consumers some variety."You need consistency because that's the brand mantra," said Chernev. "But no matter how much you like something, consuming something different ... increases the enjoyment of what you consumed before."Chernev says it's a neat marketing ploy: Although a specialty item may be exciting on its own, it can also remind consumers how much they like the basics.Seasonal offerings can also give brands a chance to test a new product. When Starbucks announced the return of the Pumpkin Spice Latte this year, it also unveiled the Teavana Pumpkin Spice Chai Tea Latte.And Chernev pointed out that seasonal menu items mean brands have something new to talk about every quarter.Starbucks says that's part of the rationale behind its seasonal drinks"We strive to provide our customers with unique, seasonal offerings to celebrate each season, and customer response has been extremely positive to that," a company spokesman said.Related: Hey, latte fans: Maple is having a moment this fallThere are some basic supply-and-demand economics behind limited-time releases too: Scarcity can build hype."It's a way to create excitement for the menu," said R.J. Hottovy, a consumer strategist for Morningstar.Items that might be popular for a few months probably wouldn't generate enough year-round demand.For example, when the McRib debuted in 1981, it was a dud. McDonald's pulled it from its menu four years later. Though it never achieved nationwide success, there were parts of the country where the McRib generated a solid enough fan base to bring it back every now and then."There's a lot of mystery around why the McRib comes and goes, but to be honest it's a local option based on consumer demand," a McDonald's spokesman said.The McRib works very well in the Midwest, but doesn't necessarily work as well in the coastal areas, Hottovy noted. That's why it makes sense to restrict the amount of McRibs that go on sale.Hottovy explained that sales typically rise for a short time when companies unveil seasonal items. But after a few weeks, that demand drops off after the core fans of the limited time product are satisfied.So enjoy your Pumpkin Spice Latte while it lasts. And let's be honest, you probably wouldn't want one in April.The-CNN-Wire 3526
There were more reported coronavirus infections in the United States on Friday than at any other time during the pandemic, according to an analysis of state-level data by the New York Times.There were 82,000 confirmed COVID-19 infections in the US as the virus swamps areas of the Northern Plains and Upper Midwest. The previous peak of coronavirus cases was 76,000 in a single day set in July.The chief concern of public health officials is the burden on hospitals. While the survival rate of COVID-19 has likely improved since the spring, many of those surviving coronavirus infections are requiring significant stays in the hospital. The New York Times reports that COVID-19 hospitalizations are up 40% in the past month. A risk assessment map compiled by researchers at Harvard lists 21 states in the “red.” States in the red are encouraged to implement economic shutdowns and similar regulations in an effort to limit the spread of the virus.On a per capita basis, North Dakota, South Dakota, Wisconsin, Montana and Idaho are seeing the most prolific spread of the virus. The West Coast, Hawaii, New York and parts of New England have the lowest spread of the virus with fewer than 10 new cases per day per 100,000 people. 1235
Transgender members of the military will be able to re-enlist for service while President Donald Trump's directive barring transgender recruits is under review, the Pentagon has confirmed."Transgender service members whose term of service expires while the interim guidance is in effect, may, at the service member's request, re-enlist under existing procedures," US Army Col. Rob Manning, a Department of Defense spokesman, told reporters Friday. "Current transgender service members will continue serve throughout the military and continue to receive necessary medical treatment as prescribed by their medical provider in accordance with the Military Health System guidance."This is the first time the Pentagon has explicitly acknowledged that transgender service members will be able to re-enlist while it reviews Trump's ban on transgender recruits. 861
Thousands of Central American migrants fleeing poverty and violence packed a bridge connecting Guatemala and Mexico in sweltering heat Saturday as part of a politically charged, U.S.-bound caravan.At one point, several dozen migrants trying to make their way north sang the Honduran national anthem on the edge of the muddy Suchiate River between Tecun Uman, Guatemala, and Tapachula, Mexico.Their journey continued one day after defiant caravan members rushed passed border gates only to be stopped by rows of Mexican riot police who dispersed tear gas and smoke canisters into the crowds.The slow procession north has led President Donald Trump to threaten to cut aid to Central American nations and to send troops to the U.S. border if Mexico failed to stop the surge."Our message is we're not criminals," Honduran migrant Orlean Herrera said. "We're coming over here because we need a better life. That's why we're here." 933
There is a nasty rumor out there that @SenatorCollins of Maine will not be supporting our great United States Supreme Court Nominee. Well, she didn’t support Healthcare or my opening up 5000 square miles of Ocean to Maine, so why should this be any different. Not worth the work!— Donald J. Trump (@realDonaldTrump) October 16, 2020 340