Beverages bring increasing value to restaurants
Foodservice operators introduce innovations, offer customizations
When picking places to meet up with friends to catch up, I always try to steer our destination to a place where the beverage list is as vast as the food choices. Based on the 2026 Restaurant Beverage Trends report from the National Restaurant Association, powered by presenting sponsor The Coca-Cola Co., it looks like I’m not the only one.
The report noted that 87% of full-service operators and 80% of limited-service operators say beverages can be an important driver of restaurant traffic, while majorities in both segments say offering a larger variety of beverages is more important than it used to be.
“Beverages are more than just a drink for today’s consumers — they’re looking for something that feels personal, memorable, and worth going out for,” said Michelle Korsmo, president and CEO of the National Restaurant Association, in a statement. “Our Restaurant Beverage Trends report shows a real opportunity for restaurant operators. Beverages can help restaurants stand out, deliver more value to guests, and drive growth through an elevated experience, unique flavors, and customizable options.”
Operators are not the only ones seeing the value of a diverse beverage portfolio. Consumers also are noting its value with 72% of surveyed consumers saying restaurants are a good place to learn about beverages they have never tried before, while 54% say they enjoy being adventurous when selecting a beverage. More than half of consumers also say they wish there were more beverage choices on restaurant menus.
Restaurants are heeding this with some new innovations popping up. For example, Zaxbys is following up on the limited market release of its NERDS Strawberry Milkshake, which now is available nationwide.
Zaxbys NERDS Strawberry Milkshake blends Zaxbys Strawberry Milkshake with NERDS candy. Topped with NERDS Gummy Clusters candy, whipped cream, Rainbow NERDS candy, and a Maraschino cherry, Zaxbys NERDS Strawberry Milkshake is available for a limited time.
Meanwhile, smoothie and bowl concept establishment Jamba is not just expanding its beverage options, but giving consumers an opportunity to customize their beverages with the launch of Cloud Whip and Protein Cloud Whip across its Over Ice beverage lineup, Blended Coffee, and smoothies.
Whether it’s a new release or a way to customize fan favorites, restaurants recognize the importance of a rich beverage menu.
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