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Dutch Bros Coffee offers an extensive menu of delicious beverages, including flavored and protein-infused coffees, chai lattes, lemonades, iced teas, energy drinks, smoothies, sparkling sodas, and more.
The chain is known for its “secret menu” with 70 different flavor combinations, allowing them to continuously create exciting and innovative drinks, according to Debbie Beisswanger, the company’s senior vice president of brand marketing.
As consumer preferences shift towards non-alcoholic beverages, more restaurants are expanding their drink menus to cater to this growing demand. McDonald’s and Taco Bell are among the major chains exploring new beverage options to appeal to a broader audience.
A recent survey by marketing firm NCSolutions found that about half of Americans plan to reduce their alcohol consumption in 2025, with younger generations leading this trend. This shift has led to an increased interest in nonalcoholic drinks, such as mocktails and CBD-infused beverages.
Restaurants have the opportunity to diversify their beverage offerings to meet changing consumer preferences and capture a wider audience. By introducing a variety of low-ABV and nonalcoholic options, they can appeal to a broader range of customers.
Embracing Consumer Trends
Restaurants are focusing on healthier beverage options with functional ingredients like protein and vitamins to meet the demands of health-conscious consumers. Customization options, such as adding wellness shots to drinks, can also enhance the overall customer experience.
Coffee shops are adapting to consumer needs by offering energy-boosting drinks in the morning and relaxing beverages in the evening, catering to different preferences throughout the day.
Keeping up with current trends is crucial for restaurants looking to introduce new beverage categories. By monitoring trends in the ready-to-drink market and adapting to consumer preferences, restaurants can stay ahead of the curve.
Dutch Bros and Peet’s Coffee rely on consumer feedback and industry insights to create innovative drink categories that resonate with their customers.
Crafting the Perfect Drink
Launching unique and visually appealing beverages can drive profitability for restaurants, but they must also consider costs, margins, and operational factors to ensure success. It’s essential to phase out products that don’t perform well and maintain a balanced menu.
Restaurants should focus on effective marketing and communication to educate customers about new products and differentiate them from competitors. Providing clear information about the benefits of each drink can help drive sales.
Timing and Seasonal Offerings
Understanding when certain beverages are popular can help restaurants optimize their menu for different dayparts. Peet’s Coffee has seen a shift towards cold beverages in the morning, indicating a changing consumer preference.
By launching seasonal and themed menus, restaurants can attract customers looking for unique and festive drink options. Peet’s successful Bar Menu and protein lattes are examples of how seasonal offerings can drive customer engagement.
Offering a diverse range of beverage choices requires proper staff training to ensure consistency and quality. Dutch Bros and Peet’s invest in training programs to help their staff prepare new drinks efficiently and maintain high standards of service.
Engaging staff and providing them with the necessary tools and resources for success is key to a successful beverage launch. By empowering their employees, restaurants can create a positive customer experience and drive loyalty.