BELCHERTOWN — Starbucks continued its expansion in the Pioneer Valley on Wednesday with the opening of a cafe in Belchertown on North Main Street, just in time for pumpkin spice latte season.

The franchise’s newest Hampshire County location now serves Pike’s Place Roast and Frappichinos where Hawley’s Family Restaurant once lived at 115 North Main St. Starbucks remodeled the 3,600-square-foot space to match the design of their cafes, without any reference to the fiberglass cow heads the strip mall was once famous for.

Development firm Colvest-Belchertown LLC demolished a 2,800-square-foot unit to the left of the cafe to make space for a drive-through as well as a small outdoor seating area.

The new Starbucks location has been the talk of the town between friends and on social media. Rainer Kristensen even mentioned it in his high school graduation address in June, saying half the class was disappointed they would miss the grand opening.

This is Starbucks third new location in the Pioneer Valley in the past year. The Easthampton location along Route 10 opened in 2023, and a new Starbucks in Greenfield will replace Friendly’s soon. Those stores join existing locations on King Street in Northampton, and in Holyoke and Hadley.

Emilee Klein can be reached at eklein@gazettenet.com.