Fast-food operators face flat traffic and picky customers. They turn to energy drinks for a quick lift. McDonald’s plans a nationwide rollout of its Red Bull Dragonberry Energizer on August 17. Starbucks rolled out Energy Refreshers in April. The moves reflect a broader push into caffeinated beverages that go beyond traditional sodas and coffee.
Citi analyst Jon Tower surveyed 2,400 U.S. consumers. Sixty percent of energy-beverage orders at restaurants or coffee shops count as new sales. Forty-nine percent of buyers said the purchase would replace one made elsewhere. Seventy-four percent expressed interest in buying such drinks from these outlets. Sixty percent of purchases happen before lunch. Most customers pair the drink with food.
These numbers point to real incremental revenue. They also show risk for stand-alone energy-drink makers. Consumers who grab a large serving at a fast-food stop may skip the canned version at the convenience store. Investors weigh that trade-off carefully.
McDonald’s joins a wave that started earlier this year. The chain tested refreshers and crafted sodas in spring. It now adds the Red Bull option. The drink combines the familiar energy brand with a dragonberry flavor. Early tests in Australia showed similar items on menus there.
Starbucks took a different route. Its April launch blends iced green tea, sparkling fruit juice, and plant-based caffeine. The line aims at customers who want function without espresso. It sits alongside existing refreshers and cold brews.
Smaller players move faster. Dave’s Hot Chicken and 7 Brew expanded their own branded energy bases and Red Bull slushers. These regional operators use the category to stand out in crowded markets.
The Wall Street Journal reported McDonald’s plans back in April. Company documents and people familiar with the matter described a broader cold-drink overhaul. That included the Red Bull item alongside mango-pineapple refreshers and other options.
Analysts see two investor angles. The drinks add margin and can drive repeat visits when paired with food. Dutch Bros stands out here. The chain already leans on energy drinks and recently added grab-and-go food items. Pure-play energy companies such as Celsius Holdings and Monster face the opposite pressure. Lost convenience-store sales could offset any new restaurant volume.
Gen Z demand for customized, functional drinks fuels the trend. Chains test boba, cold foam, and flavored energy mixes to keep younger buyers engaged. The category grows faster than traditional sodas in many markets.
Execution matters. Chains must manage supply, train staff on new recipes, and avoid alienating core soda drinkers. Early data from the Citi survey suggests strong interest. Repeat purchases will determine whether the bets pay off over multiple quarters.
Industry observers watch for spillover effects. If fast-food energy drinks gain share, beverage companies may adjust distribution or pricing. Restaurant operators gain a new tool to fight traffic declines. The shift stays modest in any single quarter yet builds steadily with habit formation.