Fast food chains are driving growth with drinks as their new profit engine. Beverage choices at the biggest market players have expanded by more than 9% in the past year as brands look for reliable sales beyond core food items. Younger customers, especially Gen Z, are fueling much of this growth by flocking to cold, colorful and customizable drinks that feel like a treat and a reason to visit outside the usual meal times.
Chains are also using limited runs to keep customers coming back. Seasonal drinks have turned into a reliable draw, giving menus a steady flow of refreshers and new lineups that keep people curious.
Beverages drive fast food visits
Cold drinks are moving to the front of fast food menus, with specialty coffees and energy drinks growing faster than other categories over the past two years. More customers now head to restaurants for the drink itself, not just as something to go with a meal. A stop for a burger and fries is giving way to a stop for cold brew or a neon-colored energy drink.
This shift matches the rise of drink-focused chains that put beverages at the center of the order. Gen Z has been especially quick to embrace it, being drawn to sweet and customizable creations that feel like both refreshment and reward. For them, the drink is often the main event, and it turns out the most reliable way to bring them back might be through a cup loaded with ice.
Cold cups drive sales growth
Fast food chains are leaning on drinks to stretch sales beyond the usual lunch and dinner hours. At McDonald’s, drinks and high-profile promotions lifted same-store sales by 2.5% in the second quarter after two straight declines. The company is now testing new drinks in 500 stores across Wisconsin and Colorado, rolling out drinks such as Creamy Vanilla Cold Brew, Strawberry Watermelon Refresher, Sprite Lunar Splash, Popping Tropic Refresher and Toasted Vanilla Frappe.
Taco Bell is taking a similar path, setting a goal of $5 billion in drink sales by 2030. To reach it, the chain plans to open 30 Live Más Cafés inside restaurants by the end of 2025. The first test cafe opened in Chula Vista near San Diego late last year, introducing customizable drinks such as specialty coffees and a full Refrescas lineup served by “Bellristas,” or the name Taco Bell calls its trained workers designated at its Live Más Cafés. Options range from Agua Refrescas in strawberry passionfruit, dragonfruit berry and mango peach to Rockstar Energy Refrescas in pineapple lime and tropical punch, along with a frozen strawberry lime version.
Limited flavors draw customers back
Seasonal drinks are becoming a reliable way to keep menus fresh and customers interested. Dunkin’ has leaned into nostalgia with a cereal-themed latte while also reviving its pumpkin lineup and partnering with singer Sabrina Carpenter to spotlight new Refresher flavors. Limited-time offerings like these help the chain spark interest and bring fans back to see what’s new.
Chick-fil-A is using the same approach this season with its Cherry Berry collection, which returned nationwide in August. The series now includes a new remix, featuring Cherry Berry & Sprite, Cherry Berry Lemonade, Cherry Berry Frosted Lemonade and Cherry Berry Sunjoy. The rollout builds on the drink’s popularity from last year and gives customers another reason to stop in before the season ends. For fast food brands, the calendar is just as valuable as the menu board when it comes to selling more drinks.
Mix-ins and perks keep fans hooked
Drinks are also being tied to the digital side of fast food. Chains have added them to loyalty programs, rewarding repeat orders and encouraging customers to try new flavors in the process. A free drink or bonus points can go a long way to keep people actively using the application.
Another push has come from customization. Customers can choose syrups, fruit blends or toppings, turning a basic cup into something that feels personal. It may only be an extra pump of flavor or a handful of popping pearls, but for younger audiences, having control of the drink is part of the fun.
Cups at the center of profit
Drinks are stepping up as fast food’s profit engine. They bring higher margins than meals and give customers new reasons to visit at different times of the day. Seasonal flavors, limited editions, loyalty programs and customization keep menus lively and encourage repeat orders. These factors have turned beverages from a side item into the growth engine of fast food in 2025 and beyond.
Mandy Applegate is the creator behind Splash of Taste and seven other high-profile food and travel blogs. She’s also the co-founder of Food Drink Life Inc., a unique and highly rewarding collaborative blogger project. Her articles appear frequently on major online news sites, and she always has her eyes open to spot the next big trend.
The post Drinks are the new profit engine in fast food chains appeared first on Food Drink Life.
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