McDonald’s is going all in on the Craft Soda and Refreshers foodie trend, as they’ve announced they will start offering them across their chains nationwide this month.
As Reuters reports, the additions come about a year after the fast food giant shut down its five beverage-centered CosMc’s concept stores in the U.S., which the company said it had opened to test the beverages space. McDonald’s had said in May last year that it would test some drinks from CosMc’s in its restaurants.
The new beverages include a Dirty Dr Pepper and a Mango Pineapple Refresher, according to the Wall Street Journal, which first reported on the launch last week. McDonald’s is also planning on launching energy drinks, which are expected to go on sale at stores starting in August, the WSJ added.
The push underscores a broader strategy to tap higher-margin, customizable beverages as restaurant chains compete for younger consumers and incremental traffic throughout the day.
This comes as restaurants compete to attract price-conscious diners worn down by economic uncertainties. McDonald’s plans to price the new drinks below offerings from competitors such as Starbucks, Dutch Bros, Sonic and other chains, who have already bought into the trend. It’s a smart business move, as drinks are one of the most profitable items at fast food restaurants.
Earlier this month, McDonald’s introduced menu items priced at $3 or less and offered a $4 breakfast meal deal in the U.S. Chief Executive Officer Chris Kempczinski said in February there was growing evidence the Chicago-based company’s value strategy was working, with increased visits from low-income consumers.
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