Quick-service restaurants (QSRs) are shifting their focus from traditional menu items to café-style drinks as a way to attract younger consumers and increase profits. This trend is evident in chains like Taco Bell, which has seen significant success with its Live Más Café, selling over 600 million beverages this year. Chick-fil-A is also entering this space with its new brand, Daybright, aimed at drink-focused customers. The push for premium beverages comes as food margins shrink, making drinks a vital part of growth strategies. McDonald's recent attempts with its CosMc's concept highlight the risks involved, but also serve as a learning opportunity for integrating beverages into core offerings.
• QSRs are seeing drinks as high-margin opportunities, with coffee becoming more than just a breakfast item.
• Taco Bell's beverage sales increased by 16%, with over 60% of orders including a drink.
• New players like 7 Brew and Dutch Bros are capturing Gen Z's attention with innovative drinks.
• The beverage market is evolving, with QSRs aiming to redefine their brand identities around drinks.
This shift matters because it reflects changing consumer preferences and the growing importance of beverages in the fast-food industry. As QSRs adapt, they could redefine the coffee market and challenge established coffee chains. The emphasis on premium drinks may lead to higher expectations from consumers, pushing the entire industry toward better quality and innovation.
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