""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," said Alyssa Buetikofer, the chief marketing officer for McDonald's USA."
"The drinks are also more profitable for fast food chains than the standard soda fountain drinks or plain coffees. A small Pineapple Citrus Sparkling Energy drink cost $3.29 on Tuesday at a Michigan Wendy's, while a small drink from the restaurant's Coca-Cola Freestyle machine cost $1 less."
"McDonald's said visual appeal - think bright colors and foams - and drinks as a form of self-expression are increasingly important to customers."
"McDonald's has been working on a beverage upgrade for years. In late 2023, the company announced it would open small stores called CosMc's which would sell customizable drinks and treats to appeal to afternoon snackers."
Fast food chains are expanding their beverage selections to drive growth and compete with rivals. McDonald's will introduce six crafted beverages, including refreshers and sodas, on May 6. The drinks emphasize visual appeal and self-expression, catering to customer preferences. McDonald's aims to make beverages a primary reason for customer visits. The drinks are more profitable than standard options, prompting the introduction of a 'beverage specialist' role in restaurants. McDonald's has been developing its beverage strategy for years, including plans for customizable drink stores.
Read at Los Angeles Times
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