McDonald's Announces Launch of Six New Crafted Beverages in U.S. Restaurants

industry research firm Technomic reported that 'dirty soda' was the fastest-growing search term on its menu-tracking platform over the past year, up more than 636%. McDonald's indicated that the platform rewards colorful, layered, and photogenic drinks.

The company plans to add a 'beverage specialist' role at its 14,000 U.S. restaurants, with dedicated spaces for preparation, starting with high-performing employees and eventually rotating all staff through the positions.

“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." — Alyssa Buetikofer, chief marketing officer for McDonald’s USA McDonald's has pursued beverage upgrades for years, including the 2023 announcement of small stores called CosMc’s focused on customizable drinks and treats for afternoon snackers. The company closed its eight CosMc’s locations last spring, citing that many drinks were too complex for regular store operations, but planned to test some in U.S. stores. The beverage category was described as a $100 billion market growing faster than the rest of casual dining with superior margins.”

chains are expanding beverage options.

Wendy's added customizable cold foam iced coffees and two sparkling energy drinks to its U.S. menu last fall, with a small Pineapple Citrus Sparkling Energy drink priced at $3.29 compared to $2.29 for a small soda from its Coca-Cola Freestyle machine.