Good timing for them, the insanity of Pumpkin spice is over, and as most of their customers use a drive thru window they can't get a refill for free.
They could have done this sooner but this is slump season, few people are shopping, the weather sucks and personal debt is high which translates into low consumer spending at places that charge an arm and leg and require a second language just to have a cup of coffee. Announcing it now should help ease them along till sales ramp up.