Dive Brief:
- Sonic Drive-In is testing four new premium cold coffee drinks in the six markets of Denver and Grand Junction, Colorado; Joplin, Missouri; Las Vegas; New York City; and Monroe, Louisiana, the brand said in an emailed press release.
- Sonic is pricing the test drinks starting at $2.49, less than half the median cost of a cold brew at $5.49, according to Toast.
- Cold coffee has seen significant growth for years, and consumers are increasingly willing to buy premium cold coffee from QSRs. Other fast food brands, notably McDonald’s and Wendy’s, are in the process of expanding their caffeinated beverage offerings to capitalize on structural beverage market shifts.
Dive Insight:
Sonic already offers several cold coffee drinks, including two variations on cold brew, and hot coffee, according to its menu website. But the new drinks fit different menu niches. For example, Sonic’s Cold Foam Iced Coffee, one of the test items, capitalizes on the current consumer preference for coffees topped with a sweet foam. The Coffee Chiller likewise adapts Sonic’s soft-serve milkshake platform for a coffee-forward palate.
The test beverages are highly-customizable with flavor add-ons like caramel, vanilla or Oreo pieces, which greatly multiply the possible drinks and personalization offered by the base beverages, according to the press release.
The test beverages are designed to appeal across a range of dayparts, the brand said, including “a morning boost, a mid-day pick-me-up or a sweet afternoon treat.”
The trend toward customizable premium cold coffees has been accompanied by an erosion in traditional dayparts and an expansion in solo dining. These trends have coincided with broader shifts in the sector, including c-stores increasing their competition with QSRs — Wawa is in the process of increasing its coffee customization. Major brands like Taco Bell are also using premium, drinks-focused concepts to test and refine drinks and beverage operations.
