Fast food chains are increasingly turning their attention to the drinks menu, ramping up beverage offerings in a bid to attract new customers and boost profitability. McDonald’s, for instance, is set to launch six new crafted beverages across its restaurants in the US on 6 May.
This move follows a trend seen at other major chains, including KFC, Wendy’s, and Taco Bell, which have all elevated their drink selections to draw patrons away from established coffee and speciality drink rivals such as Starbucks and Dutch Bros.
McDonald’s upcoming range will feature three refreshers, including a mango pineapple flavour with strawberry boba and a blackberry passion fruit option with freeze-dried dragon fruit. Additionally, three crafted sodas will be introduced, notably a "dirty Dr Pepper" complete with vanilla flavouring and a topping of cold foam. The company highlighted the growing importance of visual appeal – think vibrant colours and foamy textures – and the idea of drinks as a form of self-expression for its customers.
"Our fans have an obsession with beverages – to them, drinks are more than just drinks. And soon, our beverages won’t just be a reason you come to McDonald’s, they’ll be THE reason," stated Alyssa Buetikofer, McDonald's USA’s chief marketing officer.
These enhanced beverages also offer a significant financial advantage, being more profitable for fast food chains than standard fountain drinks or plain coffees. A small Pineapple Citrus Sparkling Energy drink at a Michigan Wendy's, for example, was priced at $3.29, a dollar more than a small drink from the restaurant's Coca-Cola Freestyle machine.
To support this new focus, McDonald’s is introducing a "beverage specialist" role across its 14,000 US restaurants. These employees will operate from dedicated spaces behind the counter, focusing solely on drink preparation. Initially, high-performing staff will fill these positions, with plans for all employees to eventually rotate through the beverage roles.
The fast food giant has been exploring beverage upgrades for several years. In late 2023, it unveiled CosMc’s, smaller stores designed to sell customisable drinks and treats, specifically targeting afternoon snackers. McDonald’s aimed to address a slump in sales between mealtimes.
"This is a $100 billion category that’s growing faster than the rest of (casual dining) and with superior margins. And it’s a space that we believe we have the right to win," Chris Kempczinski, the company's chairman and chief executive, said at the time.
CosMc’s offered an inventive menu, featuring items like a turmeric-spiced latte and a prickly pear slushie topped with popping candy. However, all eight CosMc’s locations were closed last spring, with Kempczinski noting that many drinks proved too complex for regular McDonald’s operations. Despite this, he indicated that some of these drinks would be tested in US stores in the future.
Other chains are also making significant inroads into the beverage market. KFC’s Kwench drink menu, which includes shakes like a Strawberry Shortcake Krunch, boba refreshers, and iced coffees, performed exceptionally well in tests in Manchester, England, last year. This success has prompted a rollout to 3,000 stores across the UK, Australia, and Canada this year.
Taco Bell, also owned by KFC parent Yum Brands, operates a separate beverage brand called Live Mas Café. Kiosks within US Taco Bell stores feature "Bellristas" who blend drinks such as Churro Chillers milkshakes, iced coffees, and fizzy energy drinks. The first Live Mas Café opened at the end of 2024, with 30 more added last year.
During a November conference call with investors, Chris Turner, chief executive of Yum Brands, suggested that if sales at these 30 locations continue to perform well, the Live Mas Café concept would likely become a key part of Taco Bell’s long-term growth strategy.
"Through Live Mas Café, we add a new consumer use case, which is the destination beverage visit," he explained.
Wendy’s introduced customisable cold foam iced coffees and two sparkling energy drinks to its US menu last autumn. Burger King has also enhanced its beverage options, launching a Frozen Cotton Candy drink with an optional foam topping in 2024, which returned last summer.
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