Fall Treats Playbook: Cravings that Drive Customers
A guide for independent restaurants and kitchens in Rhode Island and Massachusetts.
1. What the numbers say
From late August through December 2024, folks in RI & Mass typed hundreds of thousands of Google searches about fall‑flavored treats.
| Fall treat | Total local searches (Aug–Dec ’24) | What that means |
|---|---|---|
| Apple‑cider donuts (all spellings) | ≈ 300,000 | Enough curiosity to fill Fenway Park seven times. |
| Pumpkin‑flavored baked goods (pies, muffins, cakes, breads) | ≈ 70,000 | A steady hunger for all things pumpkin. |
| Niche needs: gluten‑free cider donuts, baked‑not‑fried versions | ≈ 8,000 | Small share, but high buying intent—people rarely “window‑shop” gluten‑free. |
Apple‑cider donuts are the rock stars of fall search traffic. Pumpkin treats play second fiddle, but they stay popular a bit longer into November.
2. Why you should care
Searches that include words like “near me” or “best” signal a hungry customer looking to buy right now—not someone day‑dreaming about recipes. A quarter of donut searches carried those magic words.
If your business shows up in the results when that person is a mile away, you win the foot traffic and the sale.
3. The seasonal clock (mark your calendar)
| Month | What people start Googling | What you should do |
|---|---|---|
| Late August | First trickle of pumpkin‑spice baked goods | Launch pumpkin muffins or breads. Post teaser photos. |
| September | Apple‑cider donut interest explodes | Roll out donuts no later than Labor Day weekend. Make sure Google Business Profile (GBP) is updated the same week. |
| October | Peak month for cider‑donut searches | Push combo deals: donut + coffee, donut dozen specials. Consider a gluten‑free batch on Saturdays. |
| November | Pumpkin stays strong through Thanksgiving; donuts taper after mid‑month | Spotlight pumpkin pies, cheesecakes, breads. Keep donuts, but lower production after Veteran’s Day to avoid waste. |
| December | Searches drop hard | Retire specialty pages. Move leftover pumpkin spice into holiday dessert names (e.g., “ginger‑pumpkin roll”). |
4. Five quick wins that cost almost nothing
Rename one web page
Title it exactly what people type:
“Apple Cider Donuts Near Me — [Town Name]” (same for pumpkin donuts). Add a blurb to the same page about the treat. Google rewards that match‑up.Add two phrases to your Google Business Profile description
“Fresh apple‑cider donuts made daily” and “pumpkin‑spice bakery items August–November.” Simple, literal language works.Snap and post one fresh photo every weekend (phone is fine)
Google loves recent pictures; customers love proof. Shoot donuts on a cooling rack with steam still rising.Collect reviews that mention the product
Train staff to say, “If you liked the cider donuts, a quick Google review mentioning them helps people find us.” Those keywords inside reviews boost visibility.Run a $5/day Google Ads test during peak weeks
Bid only on [apple cider donuts near me] and [pumpkin spice donuts] in your ZIP code. Average top‑spot bid last fall was four cents—you’ll own the page for the price of a muffin.
At Thomsen Foodservice, we want you to maximize this seasonal wave.
Quantities of our popular fall items are limited, so now is the perfect time to place your orders and secure these customer favorites.
Here's a sneak peek at what's arriving soon:
- Bake n Joy Pumpkin Muffin Batter (#16669, 2/8lb) – Spiced perfectly and ready to bake.
- Pre-Deposit Pumpkin Loaf (#16762, 18/18oz) – Simple and delicious, these loaves bake fresh with a warm, inviting aroma.
- Apple Cinnamon Donut Mix (#07590, 50 LB bags) – With searches for apple and cider donuts skyrocketing, freshly made apple cinnamon donuts will surely draw customers back again and again. Make them your own with cider and other additions.
- Pre-Deposit Pumpkin Muffin (#8282230, 75/6.25oz) – Convenient and consistently delicious muffins ideal for kitchens seeking efficiency without sacrificing quality.
- Apple Cider Loaf (#9179220, 18/18oz loaves) – Capturing the cozy essence of fresh apple cider in every slice, this loaf is set to become an autumn staple.