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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

Travis Reinking, the man accused of killing four people at a Nashville-area Waffle House on Sunday, is now in custody, Metro Nashville police said Monday. The arrest in a wooded area behind an apartment complex capped a day-long manhunt for the suspect police say unloaded an assault-style rifle at the restaurant in Antioch early Sunday morning.The tragedy sparked a cycle of shock, grief and anxiety among residents throughout Nashville.Nashville public schools started "lock-out" procedures Monday while Reinking was on the loose. Police warned residents to keep their doors locked.It's not clear what Reinking did during his roughly 35 hours on the run. 665

Thieves stole priceless royal artifacts in a daring raid on a Swedish cathedral before escaping by speedboat, police said.The thieves made off with crown jewels belonging to former Swedish monarchs Karl IX and Kristina from the Str?ngn?s Cathedral to the west of the capital, Stockholm, on Tuesday.Two crowns and a golden orb adorned with a crucifix were taken from the cathedral, which dates back to the 12th century, according to a police report. The items date from the early 17th century.A witness told Swedish media that he was eating lunch when he saw two people running toward a boat, which they sped away in.Police said several thieves were involved in the heist. They fled in an open-topped motorboat across the sea from the base of the church. Several police patrol boats as well as police helicopters joined a hunt for the perpetrators.The cathedral was placed on lockdown, CNN affiliate Expressen reported, and the search for the thieves continued on Wednesday."To a limited extent we are still looking for (them) both on the ground and at sea. We have no new findings so far," said Tor Sevelius, commanding officer at the police's management center.Police are investigating "any boat that may seem interesting," as the thieves may have switched to another craft, police spokesman Thomas Agnevik told Expressen.The three items stolen were part of the funeral regalia of the king and queen, and would have been buried with the monarchs, Christofer Lundgren, dean of the Str?ngn?s parish, told Expressen. They were later taken from the burial site and displayed to the public, he added.He said that while the items have monetary value, it pales in comparison to their significance to Sweden's cultural history."From our point of view, the material value is less important than the cultural history of these items. I do not see this as a theft from Str?ngn?s cathedral assembly. This is part of the national cultural heritage, this is a theft of Swedish society," Lundgren said.Police said they could not comment on the value of the items stolen.The cathedral was open to the public from 10 a.m., and the theft took place just before lunchtime. No one was injured or threatened during the robbery, Lundgren said.The heist has echoes of a daring robbery in Venice in January, when thieves mingled with other visitors to an exhibition before brazenly making off with gems from the Qatari royal collection.In that robbery, at least two people entered the Doge's Palace -- a popular tourist spot in Venice where a selection of Indian jewelry from the Qatari collection was on display to the public. One suspect acted as lookout while the other grabbed the jewels from a display case. 2696

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Transportation officials are warning of what they call a "death spiral" if public transit does not get the federal funding it needs to stay afloat.Ridership has fallen by 90 percent since the pandemic as departments find themselves strapped for cash.“Without transit, there is no economic recovery,” said Corinne Kisner, executive director of the National Association of Transportation Officials (NACTO).The American Public Transportation Association estimates 36 million Americans relied on public transportation in 2019, with about 36 percent of that servicing essential workers, according to the advocacy group TransitCenter.“The reality is that transit agencies are in an existential crisis,” said Kisner.Once ridership dropped across the country, public transportation departments saw their revenues plummet. Beth Osborne with Transportation for America, a public advocacy group, says aside from ride fares most transit money comes from sales tax, which also took a hit when the economy shut down.“It really does have tentacles that affect so much of our economy, of our health, of recovery and getting through this,” said Osborne.In San Francisco, the revenue drop has led to Bay Area Rapid Transit dropping more than 50 percent of its service. The story is similar for most major city transit systems.“We’re really limping along and hoping Congress will approve more funding for us,” said Jim Allison, spokesman for BART. “We’re doing what we can to try and get essential workers to and from where they need to go, but beyond that, it’s not much of a service compared to what we used to provide.”The billion in CARES Act funding alleviated some woes early on, but officials estimate billion more is needed to make it through the end of the year, and right now, no package is in place.If departments don’t find an answer, NACTO says 30,000 jobs could be lost because of stalled capital improvement projects.A lacking service could also mean a life or death scenario for more than just transit departments.“We need people to get tested,” said Osborne. “In many places, they have said they will not test anyone who does not arrive in a car. Well, there are a lot of people who don’t have one.” 2213