Dive Brief:
- Sonic will add a class of lightly caffeinated, fruity refreshers to its permanent menu on March 23, the brand said Monday.
- App users can order the drinks, which come in Strawberry Passionfruit, Mango Peach and Berry Citrus flavors, starting Monday. Each flavor comes in a still and a sparkling option.
- The drinks contain fruit inclusions, in addition to flavoring, combined with a caffeinated green tea base. Sonic likely hopes to capitalize on consumer desire for healthy-branded drinks and for sweet, caffeinated beverages on snacking occasions and in the afternoon daypart.
Dive Insight:
Sonic has worked to keep its drinks menu abreast of shifting consumer sentiment over the years, adding six sweet, photogenic drinks to its menu in 2024. Only one of those beverages was caffeinated. Now the chain is responding to the rise of refreshers — an amorphous beverage category that typically contains less sugar than a soda and less caffeine than coffee or energy drinks.
Refreshers have taken QSR menus by storm over the last year, with Taco Bell adding the category, McDonald’s testing several such items, and Panera launching several category entries.
Refreshers often leverage the health-halo of fruit inclusions or green tea and can both drive higher check as an easy attachment and create new occasions. These ingredients make it possible to position the drinks as premium options. Year-over-year sales of plain caffeinated drinks like drip coffee, green tea and cold brew all slipped last year, according to data from Toast, while premium caffeinated items like lattes and energy drinks saw sales rise.
Sonic’s refreshers are priced at $2.99, come in a single 20-ounce size and contain approximately 45 milligrams of caffeine, considerably less than a standard cup of coffee. This could help the chain position the refreshers as a light afternoon pick-me-up for consumers who want something less buzzy than a cold brew.
“SONIC continues to be the spot for every drink occasion, giving guests another reason to stop by, sip often and make SONIC part of their daily rhythm,” said Barbara Williams, the brand’s vice president of culinary innovation and category management. Williams said the drinks are positioned to perform well during the warmer months.
The chain is also trying to position the refreshers as part of the broader Treat Culture, a marketing phenomenon that frames common occurrences as deserving special rewards. Specifically, Sonic framed the refreshers as a treat for actions like answering emails or attending a workout class.
