Business
From sweet treats to protein boosts, chains are banking on beverages to drive sales
If it feels like there are a lot of new drinks on restaurant menus, it’s because there are.
Driven by younger consumers who crave customized, cold beverages, chains from Dunkin’ to Dutch Bros, Starbucks and McDonald’s are answering the call.
The number of beverages offered by the top 500 chains has increased by more than 9% in the last year, according to Technomic’s 2025 Away-From-Home Beverage Navigator Report. Companies have leaned even more into cold drinks. Offerings like specialty coffees and energy drinks have seen the most growth on menus over the past two years, as hot coffee and tea beverages on menus decline, the market researcher reported in July.
What’s more, consumers are increasingly heading to a chain simply to get an iced coffee or soda. Last year, the primary driver for beverage sales was “getting a pick-me-up,” as 22% said that was their most common reason for going, up from 20% in 2023, the data found. Meanwhile, 20% said they bought a beverage to “wash down food.” The two occasions for a purchase switched places from the previous year.
“This shift suggests that consumers may be moving toward more beverage-specific occasions, where beverages are the main driver of the foodservice purchase rather than an add-on to go alongside food. This aligns with the influx of beverage-forward concepts in recent years,” the report said.
An employee delivers a drink to a customer outside a Dutch Bros. Coffee location in Beaverton, Oregon, U.S.
Maranie Staab | Bloomberg | Getty Images
Higher drink sales are key for major players as they seek to reverse slumps in a tough consumer environment. McDonald’s U.S. restaurants saw same-store sales growth of 2.5% in its second fiscal quarter, reversing two straight quarters of domestic declines as it leaned into buzzy partnerships and value offerings. But executives cautioned low-income consumers remain challenged. While Starbucks also saw better than expected U.S. sales, they still fell 2% from the prior-year period.
Trying to capitalize on the desire for buzzy new drinks will bring its own challenges. Technomic forecasts beverage volume will grow 1% through 2029, but the group said it will likely revise that outlook lower. Customers are also more price sensitive, with 61% of consumers who said they noticed price hikes saying they order beverages less often.
What Gen Z wants
The success of many new beverage lines will hinge on Gen Z consumers, who have flocked to customized and sugary drinks.
Dunkin’ saw its colorful and sweet Refreshers platform hit new record highs in the most recent quarter, with unit sales up more than 30% year-on-year. It will release its fall menu later this week and lean further into what Gen Z consumers are seeking.
The rollout will feature an expansion of pop star Sabrina Carpenter’s Daydream Refresher lineup into Mango and Mixed Berry, along with a Cereal N’ Milk Latte, featuring a blend of espresso and real cereal milk that delivers a “nostalgic marshmallow cereal flavor.”
The curation of drinks is key for customers — and Gen Z consumers in particular, Dunkin’ Chief Marketing Officer Jill Nelson told CNBC. It has to feel unique and special in this environment.
“On the product side, it’s overwhelmingly about cold beverages, customization and bold flavor,” Nelson said.
“And then on the promotion side … when we think about Gen Z, this is a generation that grew up on sneaker drops and stories that disappear in 24 hours. So it’s all about how do you create new news and interesting flavor combinations that you can’t really recreate easily at home and feel like you’re in the know when you go to the drive through and order them,” she said, adding that the company prioritizes speed and accuracy as customers ask for more customization.
The competition will heat up next month as McDonald’s enters the beverage category in a more meaningful way. On Sept. 2, McDonald’s will launch an expanded market test in 500 restaurants across Wisconsin and Colorado of new drinks that include a “Creamy Vanilla Cold Brew” and “Toasted Vanilla Frappe.”
A worker hands a drink to a customer at a McDonald’s restaurant in Martinez, California, US, on Tuesday, Feb. 4, 2025.
David Paul Morris | Bloomberg | Getty Images
In addition, the fast food giant will roll out “dirty sodas” and Strawberry Watermelon Refreshers, aimed at Gen Z consumers. McDonald’s created the lineup with learnings from its now-shuttered CosMc’s concept, which leaned heavily into customized drinks.
“We’re seeing real momentum in beverages, with more people – especially our Gen Z fans – turning to cold, flavorful drinks as a go-to treat,” said McDonald’s USA Chief Customer Experience and Marketing Officer Alyssa Buetikofer in a release.
On McDonald’s most recent earnings call, CEO Chris Kempczinski said beverages present a “big opportunity” for the brand.
“It’s growing and it’s more profitable than food. So, there’s a lot of things to like, which is why us as well as, I think, a few of our competitors are also excited about this,” Kempczinski told analysts. He added that while there are value offerings in the beverage space, you can get a lot of “full margin products” that franchisees would not have to discount.
The protein play
The new beverage options go beyond the sweet and bold. Chains also aim to win consumers by tapping into health trends.
An iced vanilla protein latte from Starbucks.
Courtesy: Starbucks
As Starbucks continues its “Back to Starbucks” turnaround plans under CEO Brian Niccol, it is making more changes to the menu, including a late fourth-quarter launch of protein cold foam. On the company’s recent earnings call with analysts, Niccol said the item “taps into what has become one of our most popular modifiers, cold foam, which grew 23% year over year.”
“Protein Cold Foam with no added sugar is an easy way to add 15 grams of protein to virtually any cold beverage. And customers can also add the flavor of their choice,” he said.
The coffee giant said it’s seeing increases in satisfaction among younger consumers. Niccol told analysts customer value perceptions were near two-year highs in its most recent quarter, driven by gains among Gen Z and millennials, who make up over half of its customer base.
It’s betting that innovation, coupled with better customer service under its new “Green Apron Service” strategy, will help to boost business.
Coffee chain Dutch Bros has leaned into some of those beverage trends to drive strong growth. The chain has been a standout stock performer — up over 22% year-to-date — and saw its same-store sales increase more than 6% in the most recent quarter.
CEO Christine Barone said protein milk that launched in 2024 has boosted business. But more broadly, unique and surprising toppings and offerings are a way to engage in a tough competitive landscape, she added.
“I think the key with innovation is to really understand when something might be ready to pop, or something might be of high interest, and then be able to move really fast to execute on it well,” Barone told CNBC.
— CNBC’s Drew Troast contributed to this report
Business
Stock Market Live Updates: Sensex, Nifty Hit Record Highs; Bank Nifty Climbs 60,000 For The First Time
Stock Market News Live Updates: Indian equity benchmarks opened with a strong gap-up on Monday, December 1, touching fresh record highs, buoyed by a sharp acceleration in Q2FY26 GDP growth to a six-quarter peak of 8.2%. Positive cues from Asian markets further lifted investor sentiment.
The BSE Sensex was trading at 85,994, up 288 points or 0.34%, after touching an all-time high of 86,159 in early deals. The Nifty 50 stood at 26,290, higher by 87 points or 0.33%, after scaling a record intraday high of 26,325.8.
Broader markets also saw gains, with the Midcap index rising 0.27% and the Smallcap index advancing 0.52%.
On the sectoral front, the Nifty Bank hit a historic milestone by crossing the 60,000 mark for the first time, gaining 0.4% to touch a fresh peak of 60,114.05.
Meanwhile, the Metal and PSU Bank indices climbed 0.8% each in early trade.
Global cues
Asia-Pacific markets were mostly lower on Monday as traders assessed fresh Chinese manufacturing data and increasingly priced in the likelihood of a US Federal Reserve rate cut later this month.
According to the CME FedWatch Tool, markets are now assigning an 87.4 per cent probability to a rate cut at the Fed’s December 10 meeting.
China’s factory activity unexpectedly slipped back into contraction in November, with the RatingDog China General Manufacturing PMI by S&P Global easing to 49.9, below expectations of 50.5, as weak domestic demand persisted.
Japan’s Nikkei 225 slipped 1.6 per cent, while the broader Topix declined 0.86 per cent. In South Korea, the Kospi dropped 0.30 per cent and Australia’s S&P/ASX 200 was down 0.31 per cent.
US stock futures were steady in early Asian trade after a positive week on Wall Street. On Friday, in a shortened post-Thanksgiving session, the Nasdaq Composite climbed 0.65 per cent to 23,365.69, its fifth consecutive day of gains.
The S&P 500 rose 0.54 per cent to 6,849.09, while the Dow Jones Industrial Average added 289.30 points, or 0.61 per cent, to close at 47,716.42.
Osmond ChiaBusiness reporter
Getty ImagesSouth Korea’s largest online retailer, Coupang, has apologised for a massive data breach potentially involving nearly 34 million local customer accounts.
The country’s internet authority said that it is investigating the breach and that details from the millions of accounts have likely been exposed.
Coupang is often described as South Korea’s equivalent of Amazon.com. The breach marks the latest in a series of data leaks at major firms in the country, including its telecommunications giant, SK Telecom.
Coupang told the BBC it became aware of the unauthorised access of personal data of about 4,500 customer accounts on 18 November and immediately reported it to the authorities.
But later checks found that some 33.7 million customer accounts – all in South Korea – were likely exposed, said Coupang, adding that the breach is believed to have begun as early as June through a server based overseas.
The exposed data is limited to name, email address, phone number, shipping address and some order histories, Coupang said.
No credit card information or login credentials were leaked. Those details remain securely protected and no action is required from Coupang users at this point, the firm added.
The number of accounts affected by the incident represents more than half of South Korea’s roughly-52 million population.
Coupang, which is founded in South Korea and headquartered in the US, said recently that it had nearly 25 million active users.
Coupang apologised to its customers and warned them to stay alert to scams impersonating the company.
The firm did not give details on who is behind the breach.
South Korean media outlets reported on Sunday that a former Coupang employee from China was suspected of being behind the breach.
The authorities are assessing the scale of the breach as well as whether Coupang had broken any data protection safety rules, South Korea’s Ministry of Science and ICT said in a statement.
“As the breach involves the contact details and addresses of a large number of citizens, the Commission plans to conduct a swift investigation and impose strict sanctions if it finds a violation of the duty to implement safety measures under the Protection Act.”
The incident marks the latest in a series of breaches affecting major South Korean companies this year, despite the country’s reputation for stringent data privacy rules.
SK Telecom, South Korea’s largest mobile operator, was fined nearly $100m (£76m) over a data breach involving more than 20 million subscribers.
In September, Lotte Cards also said the data of nearly three million customers was leaked after a cyber-attack on the credit card firm.
Agency workers hired to cover Birmingham bin strikers will join them on picket lines on Monday, a union has said.
A rally will be held by Unite The Union at Smithfield Depot on Pershore Street, Birmingham, on Monday morning to mark the first day of strike action by agency refuse workers.
Unite said the Job & Talent agency workers had voted in favour of strike action “over bullying, harassment and the threat of blacklisting at the council’s refuse department two weeks ago”.
The union said the number of agency workers who will join the strike action is “growing daily”.
Strikes by directly-employed bin workers, which have been running since January, could continue beyond May’s local elections.
The directly-employed bin workers voted in favour of extending their industrial action mandate earlier this month.
Unite general secretary Sharon Graham said: “Birmingham council will only resolve this dispute when it stops the appalling treatment of its workforce.
“Agency workers have now joined with directly-employed staff to stand up against the massive injustices done to them.
“Instead of wasting millions more of council taxpayers’ money fighting a dispute it could settle justly for a fraction of the cost, the council needs to return to talks with Unite and put forward a fair deal for all bin workers.
“Strikes will not end until it does.”
Stock Market Live Updates: Sensex, Nifty Hit Record Highs; Bank Nifty Climbs 60,000 For The First Time
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