Starbucks Surges 1.8 as $930M Volume Ranks 97th Driven by Fall Menu and Protein Innovation

On September 2, 2025, Starbucks (SBUX) closed with a 1.80% gain, trading at a volume of $0.93 billion, a 67.05% surge from the previous day. The stock ranked 97th in trading activity across the market. This upward movement aligns with the company’s recent seasonal performance, driven by the launch of its fall menu.

Starbucks reported a record-breaking sales week following the return of pumpkin spice season, with the fall menu launch on Tuesday marking the company’s strongest performance on that day in history. U.S. company-operated stores saw heightened demand, attributed to the reintroduction of staples like the Pumpkin Spice Latte and new offerings such as the pecan oat milk cortado and Italian sausage egg bites. CEO Brian Niccol emphasized that the success stems from operational excellence and customer engagement, noting “buzzing” energy in visited stores and positive feedback from partners.

Expanding its health-focused initiatives, Starbucks introduced protein cold foam and protein lattes starting September 29. The protein cold foam variants, offering 15–36 grams of protein per serving, aim to cater to the growing consumer demand for high-protein beverages. Global chief brand officer Tressie Leiberman highlighted the innovation as a strategic response to wellness trends, positioning Starbucks to deliver premium, relevant products.

Historical backtest data shows that SBUX closed at a 1.80% increase on September 2, 2025, reflecting the market’s positive reception of the company’s seasonal and product strategies. The stock’s performance underscores investor confidence in Starbucks’ ability to drive sales through menu innovation and seasonal campaigns.