"Called Daybright, the new concept will open this fall outside Atlanta, Chick-fil-A tells Fast Company. It's being brought to life by Red Wagon Ventures, a Chick-fil-A subsidiary and business incubator named after founder Truett Cathy's first business selling Coca-Cola out of a red wagon when he was 6 years old. "We look forward to sharing more details in the future," Chick-fil-A says about the concept."
"As fast-food prices have risen and customers have decided to stay home or choose other options, beverages offer restaurants a higher-gross-margin item that it can easily upsell to customers. In other words, drinks are cheap for restaurants to sell, and customers might be convinced to pick up a snack to go with their beverage. The category can also draw in young people during off hours."
"Daybright will arrive as other chains are experimenting and investing more in their drinks too. Taco Bell expanded its beverage offerings over the summer, and though McDonald's in May shut down CosMc's, its beverage-first, drive-through concept launched in 2023, it's taking what it learned from the store to bring to McDonald's locations in the U.S. and eventually around the world."
Chick-fil-A is testing a stand-alone drinks-focused restaurant concept named Daybright, scheduled to open this fall outside Atlanta. Red Wagon Ventures, a Chick-fil-A subsidiary and business incubator, is developing the concept. Daybright is expected to offer coffee, smoothies, and cold-pressed juice with a limited selection of food and will not carry existing Chick-fil-A menu items. The concept targets higher gross margins from beverages, aims to upsell snacks, and seeks to attract younger customers during off hours. Competing chains are also expanding beverage offerings. Chick-fil-A reported $22.7 billion in sales in 2024.
Read at Fast Company
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